If you’ve searched for almost any product on Google recently, you’ve seen how much the results page has changed.
Product packs and scrollable carousels of individual listings now appear multiple times on a single results page.
We’re constantly evaluating data to understand how to scale ecommerce visibility.
We’ve tracked searches that returned 60 individual organic product listings on a single page. These are premium placements — and for a growing share of commercial searches, they’re where the purchase journey begins.
This shift is happening gradually enough that many brands haven’t fully recalibrated their strategy around it.
The data suggests it’s worth revisiting. The traffic opportunity in product packs is significant, competition is already intense, and the brands winning today are doing a few specific things differently.
With help from Nozzle, we analyzed data from more than 63,000 merchants across a broad set of ecommerce keywords from January 2025 through January 2026. Here’s what stood out.
Defining success: Appearances vs. actual traffic
Appearing in product packs and actually winning traffic from them are two different things, and the gap can be surprisingly large, the data reveals.
- eBay appears in product results for 874,621 keywords in this dataset.
- Home Depot appears for 831,699, a comparable footprint.
But the estimated traffic from those appearances is dramatically different:
- eBay drives about 3.2 million visits from product pack results.
- Home Depot drives nearly 28.8 million from a slightly smaller keyword footprint.
The difference comes down to position quality within the pack. Home Depot’s products consistently appear in visible, above-the-fold positions where shoppers actually see and click them.
For eBay, many long-tail marketplace terms drive a smaller overall impact. Product packs are a critical tool for Google to drive awareness for common products and goods, often tied to head terms. Brands competing in product packs need to understand how Google uses them to drive clear purchase decisions for everyday products.
- For marketers: When reviewing product pack performance, it’s critical to segment your data. Prioritizing categories with higher search volume and demand is essential for improving performance within product packs. That distinction gives you a much clearer view of where the real opportunity exists.
The critical gap: Distinguishing product pack visibility Â
Product carousels scroll horizontally, so the first slots get far more exposure than listings hidden further back. That makes the distinction between visible and non-visible appearances a critical metric for understanding true reach.
Analysis of major retailers highlights this disparity:
- REI has 3.8 million products, yet 1.52 million of its appearances require scrolling to be seen.
- Walmart similarly holds 1.29 million non-visible placements despite having…
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