Google AI Mode now sends users directly to retailers instead of the free listing panel

Google AI Mode is now sending users directly to retailer websites instead of opening the free listing panel. We previously saw Google test this same behavior within the product carousel in SERP, and now it appears to be happening within AI Mode as well. This ties into other recent coverage of Google testing more product results within AI Mode. Now, Google is sending users directly to retailer websites from within this format too.

Brodie Clark covered this and shared it on X and the SERP timeline.

He wrote: “After testing direct links from product grids in traditional search and the Shopping tab, Google is now doing the same for a newer format of product grid results within AI Mode. Normally, clicking on the results would expand the retailer comparison overlay, with the feature now going directly to the retailer’s website.”

Here is a screenshot of this.

I tried to replicate this myself but couldn’t, so this test may currently be limited to a smaller group of users.

This raises an interesting question. If Google starts sending users directly to retailer websites across both the SERP page and AI Mode, this could reduce visibility and traffic for the other stores that would normally appear within the free listing panel’s comparison overlay. It also raises a question about how sponsored results fit into this since the free listing panel typically shows both sponsored and organic store listings side by side.

I was able to replicate it, but only for specific types of searches.

For generic queries like “running shoes” or “headphones,” clicking on a product in AI Mode whether on the image or the text — still redirects to the free listing panel, not directly to the retailer’s website.

However, for more specific, brand-based queries like “New Balance shoes,” clicking on the text within the AI Mode carousel redirects directly to the retailer’s website, while clicking on the image instead opens a free listing panel.

Here is the video I took showing this behavior.

Image Credit: pickpik