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Amazon Unveils Lens Live: A Revolutionary Visual Search Feature for Shopping
ByAinvest
Wednesday, Sep 3, 2025 4:49 am ET1min read
Amazon has introduced Lens Live, a live visual-search feature in its Shopping app, allowing users to scan items in real-time and view matching products. The feature, available to tens of millions of US iOS users, displays swipeable product matches and lets users tap to focus on a single item, add matches to their cart or wish list, and access product summaries and suggested questions using Amazon's Rufus AI assistant.
Amazon has introduced Lens Live, a live visual-search feature in its Shopping app, enabling users to scan items in real-time and view matching products. This new feature, available to tens of millions of US iOS users, enhances the app's existing visual search capabilities [1].Lens Live utilizes artificial intelligence to instantly scan products and display real-time matches in a swipeable carousel at the bottom of the screen. Users can tap on specific items to focus on them, add matches to their cart or wish list, and access product summaries and suggested questions using Amazon's AI shopping assistant, Rufus [1].
The feature employs AWS-managed Amazon OpenSearch and Amazon SageMaker services, deploying machine learning models at scale for immediate product identification. This real-time detection technology allows for a seamless shopping experience with minimal customer interaction [2].
Amazon's integration of Rufus into Lens Live provides users with conversational prompts and key product insights, building upon the existing capabilities of the visual search features. Users can perform quick research and get their questions answered directly within the camera view [1].
The launch of Lens Live positions Amazon against competitors such as Google Lens and 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 [3].
While Lens Live initially launches for "tens of millions" of US customers on the Amazon Shopping iOS app, Amazon plans to roll out the feature to more customers in the coming weeks. The feature complements existing Lens capabilities, including photo uploads, barcode scanning, and the recently introduced Circle to Search function for multi-product images [3].
References:
[1] https://www.aboutamazon.com/news/retail/search-image-amazon-lens-live-shopping-rufus
[2] https://www.theverge.com/news/769585/amazon-lens-live-ai-real-time-shopping
[3] 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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