Amazon launches AI to help you find 'eye-catching' items in the store

Amazon Lens Live, which lets you point your camera at an item you like in real life to find it on their e-commerce site.

Amazon is continuing to invest in AI-powered shopping experiences with the launch of Lens Live, a new AI-powered upgrade to the Amazon Lens shopping feature.

Lens Live allows consumers to discover new products through visual search, similar to competitors like Google Lens and Pinterest Lens.

Photo source: Amazon

The retailer also said the tool will integrate with Amazon's AI shopping assistant, Rufus, to provide detailed product information.

Lens Live won't replace Amazon's existing visual search tool, Amazon Lens, which lets you take a photo, upload an image, or scan a barcode to discover products.

Instead, it brings a real-time feature to Amazon Lens, letting you point your phone at things you're seeing in real life to see matching products in a swipeable circle at the bottom of the screen.

The addition is one of many ways Amazon is leveraging AI to help online shoppers. Over the past year or so, the company has also rolled out other features like the Rufus AI assistant, AI-powered shopping guides, AI-enhanced product reviews, an AI tool to find clothes that fit, AI audio product summaries, personalized shopping reminders, and seller tools.

When you like an item, you don't need to ask "where did you buy this?"

Lens Live also taps into what customers are already doing: comparing prices while shopping at physical retail stores to see if Amazon has a better deal on the same or similar item.

When using the new Live Lens feature, customers can tap on any item in the camera view to trigger the feature to focus on that item.

If they find a suitable product, they can add it to their cart by tapping the plus (+) icon or tap the heart icon to save it to their wishlist.

This feature is powered by Amazon SageMaker service, which enables deployment of machine learning models at scale. It runs on Amazon OpenSearch managed by AWS.

Additionally, Amazon's AI-powered shopping assistant Rufus is also available in the new experience, allowing customers to see AI-generated product summaries and suggested questions or conversational prompts they can ask to learn more about the product.

According to Amazon, this allows shoppers to quickly research products and see detailed product information before making a purchase.

The Live Lens feature first launched on the Amazon Shopping app on iOS, initially for “tens of millions” of shoppers in the United States before rolling out to others in the U.S. The company did not say whether the feature would expand to other global markets.

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https://techcrunch.com/2025/09/02/amazon-launches-lens-live-an-ai-powered-shopping-tool-for-use-in-the-real-world/

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