Google is making it easier for searchers to refine their queries on mobile.  They have added a new feature that allows searchers to go through an image carousel to select a specific type of product within their search query.  When selected, Google will then refine the search query to show that additional keyword or keywords in the search.

Here is what it looks like:

And when you click through, Google refines the query to the one selected:

This isn’t a filter for Google’s shopping ads (Product Listing Ads), it is an organic search feature.  Many of the refinements show no shopping ads or AdWords ads.

For example, if you click through to the “sneakers” option, there are no ads.

Here are a couple more examples:

And another query option showing no shopping ads, only AdWords ads.

Google likely made this addition to make it easier for searchers who get to the end of the first page of search results on mobile, but are not able to find what they are looking for when searching with a more generic query like “shoes” or “laptops”.

It also shows up for multiword search queries, such as “apple ipod”.  So it isn’t a feature restricted to single keyword searches.

This is only available on mobile, not desktop, but seems to be active for everyone.