Google drops free product listings across Europe to meet the DMA

Free product listings and the “popular products” carousel have almost vanished from Google Search in the European Economic Area. Tracking firm Productrise measured a drop of 90 to 100 percent between 16 and 18 September 2026 in Germany, France, Belgium, Sweden and the Netherlands. Google Ads Liaison Ginny Marvin said the removal follows from the EU Digital Markets Act (DMA).

Comparison sites now fill the space Google Shopping held

The Shopping tab has also gone from the search bar, Ecommerce News Europe reported on 17 September. Searchers see lists of shops and price comparison services instead. On 18 September Google updated its developer page on regional differences. It now lists “aggregator units” and “supplier units” for products in the EEA. One gives room to comparison sites, the other to sellers directly. Paid Shopping ads still run, according to PPC Land.

Flights and hotels went first, on 8 September

This is the second large cut in a few weeks. Google stopped showing flight and hotel prices in EU results earlier this month. It has also set terms for rivals to license its EU search data. PPC Land reports a DMA compliance deadline of 21 September under case DMA.100193.

Shops lose an unpaid traffic source with no transition period

Free listings let online shops appear on Google without paying per click. They disappeared in about two days, with no warning to merchants. PPC Land sees three options for shops: buy Shopping ads, list through comparison services that take a cut, or accept less traffic. Productrise’s figures cover five countries so far. Data for the rest of the EEA has not been published.

Will the European Commission accept the new product units as DMA compliance by the 21 September deadline? Its answer decides whether this layout stays for European shoppers or changes again.