Amazon has launched a new AI feature that could fundamentally change online shopping. The Lens Live feature allows users to search for products simply by pointing their camera at them.
Direct product recognition via camera
The new feature, currently available for iOS users of the Amazon Shopping app, operates through real-time object recognition. Users can move their camera around a space or focus on specific items. The AI system identifies the displayed products and compares them with billions of items in Amazon's catalog.
Once Lens Live finds matching items, a carousel of similar products appears. This interface immediately shows options to add items to your cart or wishlist. The feature also integrates with Amazon's AI assistant Rufus, which summarizes product descriptions and answers questions about the found items.
This development builds on Amazon's existing visual search capabilities, where users could already search by uploading photos or scanning barcodes. However, Lens Live makes this process much more intuitive through direct camera recognition.
Consequences for businesses and consumers
For retailers, this technology signifies a shift towards more visually oriented shopping experiences. Companies must consider how their products are displayed in various environments, as consumers can now scan any item for similar alternatives.
The feature can have a particularly significant impact on physical stores, where customers can now directly compare with online offers. This calls for tailored strategies around pricing and customer service.
Implementation and Future Plans
Amazon is planning an expansion to more users in the coming weeks. The feature directly competes with Google's Gemini Live but specifically focuses on commercial applications by offering direct purchase options.
For businesses selling on Amazon, it will become increasingly important to have high-quality product photos and accurate descriptions. The AI recognition operates based on visual characteristics and product information.