Amazon has taken another big step in blending artificial intelligence with online shopping by introducing Lens Live, a new upgrade to its Amazon Lens feature. With this, shoppers can now point their phone cameras at real-world objects and instantly discover similar products on Amazon, shown in a swipeable carousel at the bottom of the screen.
Unlike the older Amazon Lens tool, which allowed users to upload images, click pictures, or scan barcodes to search for products, Lens Live adds a real-time search element. For example, if you spot a stylish pair of shoes at a mall or a gadget in a friend’s hand, you can use Lens Live to check for similar items or better deals on Amazon right away.
This upgrade is tightly integrated with Amazon’s AI shopping assistant, Rufus, which provides quick product insights, summaries, and even suggests questions you can ask to better understand an item. The idea is to make shopping smarter and faster, helping customers compare prices, evaluate features, and even save products to their wish lists directly from their camera view.
Lens Live is powered by Amazon’s machine learning backbone, including Amazon SageMaker and AWS-managed OpenSearch, ensuring the system can process massive amounts of data instantly to deliver results.
Over the past year, Amazon has been pushing AI deeper into the shopping journey, whether it’s AI-based buying guides, personalized suggestions, virtual fitting tools for fashion, or AI-generated product reviews. Lens Live is another addition to this AI-driven ecosystem.
Currently, the feature is being rolled out to “tens of millions” of iOS users in the United States via the Amazon Shopping app, with plans to gradually expand further. While there’s no word yet on an India launch, such innovations could significantly transform the way Indian shoppers compare products, especially in a price-sensitive market where offline and online shopping often go hand in hand.
