Google seems to be rolling out a new carousel feature set for shopping ads. This was covered by Ginny Marvin back 3 weeks ago, but now it seems more and more people are seeing it.

When you search for specific retail or shopping queries, Google may show you a carousel that lets you refine and filter your search results. The categories let you ‘refine by style’ and other options.

Here is a screen shot from Glenn Gabe on Twitter:

I am personally able to replicate this, so it seems to be live for many.

Forum discussion at Twitter.

Update: This is supposedly an organic feature not ad feature: