Reddit tests AI search tool for shopping recommendations

On Thursday, Reddit announced that it is testing a new AI search tool that matches community recommendations with products from its shopping and advertising partners. Currently, a small group of users in the U.S. will see search results that feature interactive product carousels containing pricing, images, and direct links to purchase. For example, users in the test who search for terms like “best noise-canceling headphones” or “electronic gift ideas for a college student” will see these product carousels at the bottom of their search results.

This test builds on the platform’s existing e-commerce initiatives, including Dynamic Product Ads (DPA)—Reddit’s shoppable ad product launched last year to show personalized recommendations based on user interests. According to Reddit CEO Steve Huffman, the platform’s AI search engine could be the next big opportunity for its business, serving as both a product enhancement and a revenue driver. This push comes amid rising search engagement on the platform. Huffman noted that weekly active users for search grew 30% over the past year, increasing from 60 million to 80 million users. Meanwhile, weekly active users for Reddit Answers—a separate AI-powered feature—grew from 1 million users in the first quarter of 2025 to 15 million users by the fourth quarter.

If users tap on a product in the carousel, they can view more details and be directed to the retailer’s site to complete the purchase. In a company blog post, Reddit explained that the feature is intended to surface recommended products directly from user discussions, providing immediate information within threads. The company stated: “This test is designed to make Reddit easier to navigate while keeping community perspectives at the center of the experience. We’ll continue learning from how people use this new feature and refine the experience over time.”

The rollout positions Reddit alongside other major social platforms like TikTok and Instagram, which have long integrated shopping features into their apps. It also places the company in competition with AI developers like OpenAI. Last September, OpenAI introduced an Instant Checkout feature that allows users to make purchases from retailers Etsy and Shopify directly within ChatGPT conversations.

Why it matters

This announcement reflects Reddit’s broader strategy to monetize its massive repository of human-generated product discussions by turning community sentiment into a direct e-commerce funnel. By integrating transactional capabilities directly into search, the platform aims to capture high-intent users at the exact moment they seek peer recommendations.