Bizrate takes you to the best bet subcategory for your keyword search. I searched for “bike helmet” and they took me to the Bicycle Equipment subcategory. However, in case I want to expand my search or search elsewhere, they list other places on their site that have results for “bike helmet”. I like their wording and placement.

We do something similar, but we don’t do a very great job with the messaging right now. This is something we should work on improving: