Google last month introduced products on mobile search, in the U.S. and only in English. The feature is called Surfaces Across Google, and retailers that want their products to show up on Google Search, for free, need to include them on Google Merchant Center.
All retailers using Google Merchant Center can opt in to show products in unpaid (non-ads) product results on Google.
Denise Ho, Group Product Manager at Google, wrote that “just as Google don’t charge sites to be part of the Google Search index, participating retailers appear in this new feature for free.”
The first products to appear are clothes, shoes, and accessories.