The first result is Amazon.com. Its not an ad. The next ones are local listings. And don't think they are also ads. Those are search results.
And I think Google did a good job here as most purchases for heavy items like Sofas will be made locally.
currently their local listings are pretty shit. Theyre worse than what I can find in the yellow pages actually. Search for honda motorcyle repair in bellevue, wa for example. none of the top results are for that. but car dealers eat right into the results.
The first result shown is sofaulove.com, not amazon. It is an ad. The only actual search result is amazon, which comes 4th on the page.