Google testing new product module in search results?

While searching on Google, I’ve spotted a Product Search module I haven’t seen before. I don’t know if it’s a new test by Google, or something that exists for a long time; but I find this module far more interesting than the common “3 merchant offers” modules usually embedded in Google Universal Search results.

I was searching for “nokia 5800” on the US version of Google. Very difficult for Google to know what my intent was with such search term. In fact, I was in a “post-purchase” mood, looking for software to install on my new phone. To be honest, the search result page I landed on was quite irrelevant for my goal; however, I found it quite appealing for shopping research:

• The top 3 results were links to the “nokia 5800” product pages on three Nokia official sites (the US, the IN and the UK ones)
• Then 2 video results showing the nokia 5800 in action
• Then this “new” shopping result:
  • Product name, product photo, price information, number of stores that sell this product, a quick description, user ratings, number of reviews… This module links to the product page on Google Product Search.
  • In the context of searching for a product name, this is a far more relevant module than the “3 merchant offers” module that directly redirects the user to some retailers websites.
• This was followed by links to various web pages.

I’ve tried other searches on product names (“nokia n97”, “apple iphone 3g”, “canon eos 50d”…), and I’ve only been able to find this “product module” on the “nokia n96” search. I wish Google promotes this module more widely replacing the “3 merchant offers” modules.