Google Blogoscoped has some screenshots of Google showing product results on the right side of the SERP underneath the Sponsored Links. This is almost certainly related to Google experimenting with commission-based advertising. I had seen screenshots of the product links up top, but not at the side.
I should note that Google has experimented with CPA (Cost Per Action/Acquisition) advertising before with AdSense Publishers back in 2006, but they stopped that program. My thinking at the time was that it turned out to be ineffective because the ads weren't targeted enough, so CPC probably yielded a larger income for Google and their publishers. But with direct products integrated into search pages, I'm thinking that they should actually work quite well. It will be interesting to see where this goes.