Set view's filter to show nodes of entity refference field of current node
What you want is views' right column.

You need to use a contextual filter of Content: nid, choose to provide a default value Content id from url. If you want to suppress the current product (eg. for a related products display use the Exclude option in the More fieldset at the bottom.)

Then add a relationship and select your entity reference field.

Finally you can add the field Content: rendered node and at the top choose your newly created relationship. This should give you a list of referenced products.

Update: I guess the exclude option takes no effect in this case, since you'll be only listing the referenced products.