OK, I fixed MrSavage's link, and the screen-shot shows what I see on the left and on top, but not what I see in the right column. More on that to come, as I'm in the midst of something else, but want to get this up.
What this has to be is a variant of Google Shopping, probably being tested, but perhaps rolled out widely. I"m seeing this in the SF Bay Area in the US, on both Firefox and on Chrome. Not running IE.
This variant of Google Shopping appears to kick in only on specific products. It also seems that major retailers have all bought in on this, and that there are perhaps semi-organic aspects to it... so it's pay for play... and, once in the Shopping results, it looks like an extremely functional interface that still has quirks.
Interface is tabbed, and once in the Shopping results, there's no link back to Google "web" search. In that regard, these are like local, and like other Google Shopping results I've seen. At first glance, these get fairly subtle about how they're mixing product listings, review, features, search, and navigation, etc.
Also, it appears, not all Google Shopping results in organic serps pages are being changed by this... only relatively high-ticket items like cameras and phones, but I don't know that for sure.
What I'm seeing in the right hand column is roughly this. Some one-line ads at the top right of this ad column (basically, the retailer name and price)... then a collection of very short snippets, the most useful, I'm guessing, for each feature, and then a "View all reviews link" that takes you to the shopping section...
What people are saying:
Zoom/lens: "... fast focusing great design compact body."
Design: "First, I like the retro feel of this camera."
Size: "I love how small and compact it is."
Battery life: "Battery life seems a bit short."
View all reviews >>
I'm not sure whether the sites listed are any different than those already using Google Shopping, but I'm guessing that these are going to be so attractive to retailers that perhaps more large online retailers are going to pay to use them. Probably the most functional shopping ads I've seen. These allow Google to make more efficient use of right column real estate.
I haven't had a chance to see whether only sites with one-line ads in the top are included in the players here... but, if they're the same, then for Google and for advertisers this would be superb chance to check how brand name and price listings compete against multiple shopping feature listings. I haven't scoped out what determines the order of these top listings, but I suspect it's a popularity algorithm.
The more I explore, the more I realize how granular this new interface is, and how personalized it also might be... and rather than post comments based on only my very limited time to test this, I'm posting this much now.
It would be helpful to have feedback from members familiar with regular Google Shopping results vs what we see in the new interface.
NOTE that in the serps where regular Google Shopping results continue to appear, the shopping link appears above a cluster of ads, which are clustered either in a small row across the top or in the upper right, as usual.