Amazon further invests in shopping experiences with AI with Tuesday launch of Lens liveA new upgrade that is powered by AI to Amazon Lens market feature that allows consumers to discover new products through visual search, similar to competitors Google lens and Pinterest lens. The tool will also be incorporated with Amazon’s AI shopping assistant, Rufus, for product knowledge, the retailer notes.
Lens Live will not replace Amazon’s existing visual search tool, the Amazon lens, which allows you to take a photo, upload a picture, or scan a barcode to discover products. Instead, it brings a real -time ingredient to the Amazon lens so you can show your phone to things you see in the real world to see the respective products in a wandering carousel at the bottom of the screen.
Adding is one of the various ways Amazon takes advantage of AI to help buyers online. During last year, the company has also released other features such as AI Rufus assistant, shopping drivers powered by AI, AI product reviews, AI tools to find matching clothes, AI audio summaries, personalized purchases, and tools.
Lens Live also takes advantage of customers’ activities: comparative shopping while in real world retail stores to see if Amazon has a better offer for the same or similar item.
When using the New Lens Live feature, customers can utilize any item in camera viewing to activate the operation to focus on this product. If they find a race they like, they can add it to their shopping cart by pressing the icon (+) plus or press the heart icon to save it in their wish list.
The operation is powered by Amazon Sagemaker Services that allow the development of mechanical learning models. It runs on AMAZON OpenSearch AWS.
In addition, Amazon Rufus’s Rufus shopping assistant is available in the new experience, allowing customers to see summaries of products created by AI and are suggested questions about the conversations that may request to learn more about the item. According to Amazon, this allows buyers to do some quick product research and see product ideas before making a purchase.
TechCrunch event
Francisco
|
27-29 October 2025
The Lens Live feature begins for the first time in the Amazon Shopping application on iOS, initially for “tens of millions” of US buyers before unfolding to others in the US, the company did not say if it was going to expand to other world markets.
