Reddit has announced that it’s testing a new AI-powered shopping feature that could completely reshape how product discovery works on the platform. The update adds interactive product carousels into Reddit’s search experience. When someone asks a product-related question, they may now see items appear beneath the results. These listings are pulled directly from the products people are actively recommending in conversations. The carousels will include images, prices, and links directing users to the retailer where they can make their purchase. By tapping a product, users can explore more details before heading to the website to buy. The test is currently limited to a small group of users in the US.
This new feature builds on Reddit’s move into commerce last year, when it launched Dynamic Product Ads (DPAs) to create personalised recommendations based on user interests and browsing behaviour. But this feels like an even deeper step now that Reddit is integrating products into the heart of the discussion. The platform is implementing its new feature at a time when engagement is growing fast: weekly active users on Reddit have risen by more than 30% in the past year, while usage of Reddit’s AI-powered answer feature has increased from 1 million to 15 million users in late 2025.
This Isn’t Just Another Ad Format
People have always gone to Reddit to get honest opinions and answers. “What’s the best running shoe for people with flat feet?” “Which CRM actually works for small teams?” These are types of conversations that influence buying decisions long before a user lands on a product page. By including AI in search and surfacing products directly from conversations, Reddit is now going to subtly bridge the gap between discussion and action. If this new feature is implemented effectively, it’ll feel like a natural extension of community recommendations. If you sell products online, Reddit’s latest advertising feature changes things. People are:
- Asking communities for product recommendations
- Using AI-powered tools to summarise opinions
- Making purchasing decisions inside platforms.
Reddit’s carousels give your brand a chance to appear at the exact moment someone is actively researching a product rather than when they’re passively scrolling or casually browsing. But your visibility in Reddit carousels will likely be influenced by what people are already saying about you. If products are being surfaced from discussions, then brand presence, sentiment, and community engagement become part of how your ads will perform. Paid strategy and organic reputation will start to overlap.
How to Show Up in Reddit Carousels
So, what does this mean for you?
- For eCommerce brands: This is another signal that platform ecosystems are changing. Discovery, recommendations, and purchases are blending together.
- For service-based businesses: This is a reminder that conversations about your brand are happening whether you’re in the room or not.
You may be feeling uneasy about platforms that you can’t carefully control. Community spaces can feel unpredictable, but they’re also incredibly influential and a worthwhile opportunity to explore. And while the feature is still in testing, there are some things you can do to potentially show up in these carousels in the future:
- Encourage genuine customer conversations and reviews on Reddit
- Monitor your brand mentions and product sentiment in any relevant subreddits
- Invest in Dynamic Product Ads
- Optimise your product feeds with accurate pricing and imagery
- Align your paid media strategy with real community demand.
If products are being surfaced from real discussions, then reputation and relevance are what matter most at this point.
The Last Word
It’s a good idea to understand how your audience talks about you on Reddit. Then think outside the box when it comes to paid placements. In 2026, being visible will be about relevance, reputation and being present in the places where buying conversations start. If you’re unsure how emerging features like this fit into your wider digital mix, chat to our team about incorporating Reddit into your paid media strategy.