Google tests shopping ads in Gmail’s promotions tab

With roughly 1.8 billion users worldwide, Gmail is the world’s largest email service, and part of its appeal has been its relatively uncluttered, ad-light inbox. But that could soon change.

 

Google is testing a new type of ad format in Gmail’s promotions tab, transforming it from a simple folder for marketing emails into an interactive product showcase. When clicked, these ads expand into a carousel that displays multiple products, complete with photos, prices, star ratings, and tags such as 'Free shipping.'

 

The idea is to make the promotions tab a more engaging, shoppable experience right inside users' inbox. A big shift from how Gmail has traditionally handled advertising.

 

Until now, the promotions tab has separated marketing emails from a user's primary inbox to help keep it clutter-free. But Google is experimenting with larger, richer ads that resemble product galleries more than traditional email previews. Users can browse products and shop directly within Gmail.

 

 

This follows a growing trend in which ads and e-commerce are merging across digital platforms, making it easier for consumers to shop while browsing. For marketers, it’s an opportunity to boost engagement with eye-catching, interactive content.

 

However, not everyone is enthusiastic. Many Gmail users already feel their inboxes contain too many ads, and turning the promotions tab into a mini shopping window could make their inbox feel even more crowded and overwhelming.

 

If rolled out widely, this format could enable ecommerce brands to connect with users in a space typically reserved for announcements and promotions, rather than direct sales.

 

For marketers, it’s both a challenge and an opportunity. The promotions tab has often been overlooked compared to the primary inbox, but Google has been enhancing it with features like Gmail Annotations, which show discounts or product images before emails are opened. This new format builds on those features, making Gmail feel more like a mini online store.

 

Ultimately, while this change could make marketing emails more exciting and effective, it blurs the line between emails and ads, which could annoy users who expect a cleaner, more private inbox.

 

In any case, it's a clear effort by Google to integrate e-commerce more deeply into Gmail. Whether users will welcome this shift or react negatively remains uncertain. If it goes ahead, marketers will need to weigh the potential for increased engagement against the risk of frustrating users.

 

If the test proves successful, reports indicate that the ad format could be expanded to other platforms, such as Discover and YouTube, which are already part of Google’s Demand Gen campaigns.