Yeah, it's live for me personally.
The question is, does this enable them to increase the Ad-to-Organic ratio on first load, on the basis that more results are available.
Also of note is the net reduction in advertising space due to there only being one page.
On one search I just did, "Brandname", there was only one Organic ecommerce result (Brand does not sell direct in UK). Page was:
Shop For <Brand>
Ad <-- [Also the only Organic Reseller]
-> Brand Search
-> Brand Nav 6-pack
Brand Knowledge Box (Wikipedia, NASDAQ listing)
People Also Search For
Reseller <-- [Also top text Ad]
"More Results" Scroll button
The first 7 "Shop" results were also the same reseller. That is the kind of domination I aim for, but in this case a competitor is beating me!
This is a big brand, our #1 brand actually, though the vanity keyword that is the brand name alone does not convert.
Amazon is NOT the reseller mentioned