Google Shopping gets a “for you” product feed.

On Google Shopping, we provide a personalized feed that shows you a stream of products that may interest you. New featurewhich will be available on mobile and desktop devices, will appear when you enter the website shopping.google.com.

At the top of the page you’ll see a carousel of products you’ve recently purchased, which will take you back to your search. However, as you scroll down, Google will show you recommended products and videos related to items you might be interested in. Google will apply your recent searches and YouTube videos to personalize your channel.

If you come across something in your feed that you don’t like, you can press the “thumbs down” button to stop Google from showing you something similar. Its setup sounds quite similar to the algorithm-driven “for you” pages that have popped up on platforms like TikTok, Instagram, Threads, and even YouTube.

“Imagine a store tailored specifically to your current interests, and that’s exactly what we wanted to create here,” said Sean Scott, Google’s vice president and general manager of consumer shopping. Edge during check-in. Google also provides a personalized offers tab that will display products tailored to your interests. If you’re not signed in to Google, you won’t see any personalization.

This isn’t the only major update Google is making to shopping. Now, when you search for a product on Google and then land on the “Shopping” tab, you’ll see an AI-generated summary with tips on what to look out for. As you scroll down, you’ll see the products under the “top recommendations” heading along with information on why you should consider each one.

When searching for “matcha tea kettle,” Google displays three suggested tea kettles and highlights “precise temperature control and pouring control” for one, while another has a “fast boil and keep warm” feature.

When asked how Google selects recommended products, Scott said Google uses keywords to search “the entire corpus of reviews” on the Internet to find articles about specific products. “There’s a lot going on behind the scenes… to move all this content forward,” Scott said.

Further down the page, Google will categorize other results, such as “Variable temperature kettles for matcha” or “Electric gooseneck kettles for matcha.” If you want to see a catalog of results previously displayed on Google Shopping, you need to scroll to the bottom of the page.

Google’s enhanced shopping platform will be rolled out to US mobile and desktop users “in the coming weeks, starting today.”

Update, October 15: It has been clarified that the personalized feed will be available on mobile devices and desktop computers.