New SERP Feature: Shop deals Analysis

What is the Shop deals Feature?

The Shop deals button leads you to a page filled with discounts on “apparel, electronics, and more”. I found three different types of Shop deals banners showing up in the SERPs. Here’s what they look like on desktop results. The first type is shown below, and was the first to start appearing in October.

It also seems like Google changes the banner color around holidays, since this pink banner showed up in February around Valentine’s Day.

The second banner type that started showing up is less colorful and shows up above sponsored ads.

The latest banner to show up added filter bubbles. The first instance I found in our database was in January and as of April Google is starting to show it more and more.

Unfortunately, the deal results have nothing to do with the initial search query you entered. For example, when I typed in “kids footed pajamas” and clicked on the Shop deals banner, this is the page I saw.

When Did It Start Showing Up in the SERPs?

Barry Schwartz and others announced that the Shop deals banner began appearing in October, not only in the United States but also in countries like Japan, France, and India.

How Often Is It Appearing?

We analyzed approximately 60,000 e-commerce related phrases on both desktop and mobile devices from October 1, 2023 through April 19, 2024. Based on the data, it feels like Google was just testing the waters in October and November.

During the week of November 22-29th, there was a huge increase in appearances of the Shop deals feature in e-commerce SERPs. Here are a few examples of e-commerce keywords lists, and you can see for yourself the introduction and growth of the Shop deals feature.

The Shop deals SERP feature shows up fairly evenly across both desktop and mobile devices. Across these 60,000 e-commerce related phrases the Shop deals banner showed up 41% on Desktop and 45% on Mobile from 12/01/23 to 4/19/24.

Where is it Appearing in the SERPs?

I was curious about where the Shop deals banner was appearing in the SERP results, so I analyzed approximately 47,000 of these e-commerce keywords on desktop for two dates, December 15, 2023 and April 24, 2024.

These types of results aren’t given rank, so I measured where they show up in terms of Pixels From Top. For reference, a typical page in Google is about 3,000 pixels.

This new feature was obviously added to help Google make more money, so I found it odd that they aren’t showing it higher up the screen, but hey, I’m not complaining.

Unfortunately, as this feature shows up more and more at the top of the SERP, it will take away some click-through rate from organic and all other unpaid listings.

If you’d like to analyze how often the Shop deals feature shows up for the keywords in your industry, start a free trial with Nozzle today.