Wordpress pre_get_posts action hook. Comes in handy when you would like to modify query variables before running archive queries.

gistfile1.txt

//order products alphabetically and display all of them
function prefix_products_archive_modify( $query ) {

    if ( is_post_type_archive('product') &&
        ! empty( $query->query['post_type']) &&
        $query->query['post_type'] == 'product') {
        $query->set( 'orderby', 'title' );
        $query->set('order', 'ASC');
        $query->set( 'posts_per_page', -1 );
    }

    return $query;
}
add_action( 'pre_get_posts', 'prefix_products_archive_modify' );