There's an adage for outdoor billboard design - it's ready when there's nothing left to remove. In a way this also applies for websites.

The more choice you give to people, the harder it is to choose anything. When there are too many options to choose from, it's easiest to choose nothing at all. There's tons of research to confirm this.

If you have a ton of products, you have to provide great filters to help people narrow down the choice.

Noise and distraction is not just about how many products you have. It's how busy your layout is, how many competing design elements there are, all asking for attention.

Rule of noise: The closer you get to closing the sale, the less things you should have on your screen. Once they get to checkout screen, you shouldn't have ANYTHING on the page that doesn't directly contribute to conversion.