Microsoft is introducing an interesting new feature for its Edge browser on phones. The company is adding a dedicated new Shopping hub for the browser, where users can search for products and look around for deals.

The new feature is coming just in time for the holiday season, but it’s still quite weird for a browser to have an integrated shopping experience. It does follow Microsoft’s continued effort to make it easier for users to find coupons and deals on the browser, however. The company teamed up with Honey for an integrated extension earlier in the year that surfaces different coupons from Honey’s platform while you shop on the browser, for example.

The latest experience is kind of similar, except it’s powered by Bing Shopping. Microsoft isn’t revealing details on how exactly the new Shopping hub works, but it’s only available in the United States.

It’s that time of year- the holiday shopping season is upon us! And we wanted to help make that experience easier. I’m so excited to announce Shopping on Edge Mobile! Tap on the shopping icon to explore curated products, find nearby stores, coupons and more (available in US only) pic.twitter.com/aRiSj3NwHG

— Aneetha Jayaraman (@aneetha_j) November 28, 2019

And if you look closely on the official screenshots above, the Shopping icon simply opens Bing’s Shopping page on bing.com/shop. So yes, this is basically a quick link to Bing’s existing Shopping page where you can find products suggestions, nearby stores, and coupons.

Tagged with Bing, Bing Shopping, Edge for Android, Edge Mobile, Microsoft Edge