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Amazon Unveils Lens Live: A Real-Time Visual Search to Rival Google Lens, Pinterest
ByAinvest
Wednesday, Sep 3, 2025 3:56 am ET1min read
Amazon has launched Lens Live, a real-time visual search tool that enables users to scan products in the physical world and instantly display matching products in a swipeable carousel. The feature uses AI and machine learning to power the technology, and operates through AWS-managed Amazon OpenSearch and Amazon SageMaker services. Lens Live is currently available to tens of millions of US customers on the Amazon Shopping iOS app, with a broader rollout planned for the coming months.
Amazon.com Inc. (AMZN) has introduced Lens Live, a groundbreaking real-time visual search tool designed to revolutionize product discovery for U.S. shoppers. This new feature, powered by artificial intelligence (AI) and machine learning, allows users to scan products in the physical world and instantly display matching products in a swipeable carousel [2].Lens Live builds upon Amazon's existing Lens tool, adding instant product recognition as users point their cameras at items. The feature displays matching products in a swipeable carousel at the bottom of the screen, eliminating the need to capture static images. Trishul Chilimbi, Vice President and Distinguished Scientist, Stores Foundational AI at Amazon, explained, "Lens Live instantly scans products and shows real-time matches in a swipeable carousel to make finding the right item easier" [2].
The technology operates through AWS-managed Amazon OpenSearch and Amazon SageMaker services, deploying machine learning models at scale for immediate product identification. Amazon has integrated its AI shopping assistant, Rufus, into Lens Live, providing users with conversational prompts and product summaries during camera scanning. Users can tap items directly in the camera view to focus on specific products, add items to their cart via the plus icon, or save to wish lists using the heart icon—all without leaving the camera interface [2].
The launch of Lens Live positions Amazon against competitors such as Alphabet Inc.'s Google Lens and Pinterest Inc.'s Pinterest Lens in the visual search market. Amazon reported that Lens usage grew over 50% in the past year, with tens of millions of monthly users and photo searches more than doubling annually [2].
Lens Live initially launches for tens of millions of U.S. customers on the Amazon Shopping iOS app, with a broader U.S. rollout planned for the coming months. The feature complements existing Lens capabilities, including photo uploads, barcode scanning, and the recently introduced Circle to Search function for multi-product images [2].
References:
[1] https://economictimes.indiatimes.com/news/international/us/ai-titan-anthropic-just-raised-13-billion-now-valued-at-a-massive-183-billion/articleshow/123661444.cms
[2] https://www.benzinga.com/markets/tech/25/09/47466510/amazon-debuts-lens-live-a-real-time-visual-search-to-rival-google-lens-pinterest
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