Amazon continues advancing AI-powered shopping innovations with Tuesday's introduction of Lens Live, an enhanced version of its visual search technology that gives customers real-time product discovery capabilities. This upgrade builds upon Amazon Lens' existing functionality while integrating with the retailer's AI shopping assistant Rufus for richer product information.
The new feature maintains Amazon Lens' core visual search capabilities - allowing image uploads, barcode scans, and photo captures - while adding live product recognition through smartphone cameras. As users scan their surroundings, matching items appear in a swipeable carousel for seamless comparison shopping.
Amazon emphasizes Lens Live taps into established consumer behaviors, particularly the practice of comparing retail store items against Amazon's offerings for better deals. According to internal data, millions of shoppers already use their mobile devices to research products while browsing physical stores.
Practical application involves tapping on any object within the camera view to activate product recognition. Matched items can be instantly added to carts or saved to wish lists with simple icon taps.
Image Credits: Amazon
The technology leverages Amazon SageMaker's machine learning infrastructure and AWS-managed Amazon OpenSearch to power real-time visual processing. Shoppers also benefit from Rufus integration, which surfaces AI-generated product summaries and suggests follow-up questions for deeper research.
This launch represents Amazon's latest AI-driven shopping enhancement following previous introductions including:
The Rufus AI shopping assistant
AI-curated buying guides
Smart review summaries
Virtual fitting solutions
Merchant analytics tools
Personalized recommendations
Initial rollout begins with iOS users in the U.S., reaching tens of millions of shoppers before expanding further domestically. Amazon hasn't announced international availability timelines.
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