Previously, Google has introduced the ability for users to find out if a local retailer had specific products in stock right from the knowledge panel listing for the retailer.
In an update, Google is putting a lot more into that.
The feature is part of Google's Local Inventory Ads product, which enables retailers to promote their products that are available in their locations through an inventory feeds submitted to Google.
The links and search results lead to Google Shopping pages.
For Google Search users, this is available on both mobile and desktop, and goes beyond a simple "Search items at this store link" that Google originally showed.
The update is including a large section where users can use a search box, click on product category links, and see large product listings.
On mobile, users can swipe through a carousel of product listings.
Google is also testing more ad opportunities in knowledge panels for local businesses.
According to Google:
This strategy is its goal to appeal mobile users better, as Google stated in 2016 when it said "one-third of searches are local and that local searches are growing 50 percent faster than mobile search overall."
Google has been showing various ads in its Knowledge panels since 2013, but this is the first time that ads have appeared in panels for local businesses.
