Amazon has unveiled Lens Live, an AI-powered evolution of Amazon Lens that enables consumers to discover products through real-time visual search—similar to Google Lens and Pinterest Lens.
Unlike the existing Amazon Lens, Lens Live introduces instant search capabilities, allowing shoppers to simply point their phones at real-world objects and instantly view matching products displayed in a swipeable carousel at the bottom of the screen. The feature also integrates seamlessly with Amazon’s AI shopping assistant, Rufus, offering AI-generated product insights and summaries to support faster and more informed purchasing decisions.
The launch underscores Amazon’s broader strategy to embed AI across the shopping journey, building on a series of innovations rolled out over the past year, including AI-powered buying guides, enhanced product reviews, virtual clothing fit tools, AI audio summaries, and personalized shopping prompts.
Initially, Lens Live will debut on the Amazon Shopping app for iOS, reaching tens of millions of U.S. shoppers, with plans for broader global expansion in the near future. This move further reinforces Amazon’s commitment to shaping the future of intelligent, seamless, and personalized e-commerce experiences.
