Amazon Launches Lens Live: Real-Time Visual Search for Instant Shopping

Seattle, United States – Amazon has introduced Lens Live, a new AI-powered visual search feature that lets shoppers point their phones at real-world objects to find and buy similar products on Amazon in real time.

Rolling out first on the Amazon Shopping app for iOS, Lens Live expands the company’s existing Amazon Lens tool by adding a live, interactive component. When users scan an item, a swipeable carousel appears at the bottom of the screen with matching products, prices, and details, enabling instant discovery and purchase.

How Lens Live Works

Lens Live combines Amazon’s AI and cloud capabilities for real-time product recognition and recommendations:

• Visual Recognition: Uses Amazon SageMaker AI services for rapid object detection.

• Cloud Infrastructure: Runs on AWS OpenSearch, ensuring low-latency searches across Amazon’s massive product catalog.

• Rufus AI Integration: Works alongside Amazon’s AI assistant Rufus to deliver summaries, insights, and suggested questions about each product.

Shoppers can compare prices in physical stores, add items directly to their cart or wish list, and get AI-generated recommendations for similar or complementary products.

Competitive Edge in Visual Search

Analysts note that Lens Live positions Amazon to compete directly with Google Lens and Pinterest Lens in the growing visual commerce market.

Key advantages include:

• Unified Shopping Experience: Seamlessly links offline browsing with instant online purchasing.

• AI-Powered Discovery: Personalized recommendations increase customer engagement and loyalty.

• Ecosystem Integration: Builds on Amazon’s AI-enhanced reviews, personalized shopping prompts, and seller optimization tools launched over the past year.

Why It Matters for Retail Innovation

Visual search adoption is accelerating as consumers demand faster, more intuitive shopping experiences. By leveraging its retail dominance and AWS infrastructure, Amazon aims to:

• Streamline product discovery using AI-driven interfaces.

• Boost merchant visibility through optimized listings.

• Increase conversions by reducing friction between browsing and buying.

Industry experts see Lens Live as a step toward merging e-commerce and physical retail, making visual AI shopping mainstream.

Next Steps for Amazon

• Platform Expansion: Lens Live expected on Android after the iOS rollout.

• Global Launch: Future availability in international markets under evaluation.

• Feature Enhancements: Potential AR integrations and deeper personalization using shopper history and preferences.