Amazon Launches Lens Live: An AI-Powered Shopping Tool for the Real World
Date: September 03, 2025
The new feature turns your smartphone camera into a real-time shopping catalog, blending AI and visual search to simplify product discovery.
Amazon is rolling out an innovative new feature called Lens Live, a real-time visual search tool designed to enhance the shopping experience by allowing customers to instantly identify and shop for products they see in the real world. Integrated directly into the Amazon Shopping app, this new feature utilizes AI to make product discovery faster and more intuitive than ever.
A Seamless and Intelligent Shopping Experience
Lens Live takes Amazon’s existing visual search capabilities to the next level. When a user opens the Lens camera, it instantly begins scanning products and displays top matching items in a swipeable carousel at the bottom of the screen. This allows for quick comparisons without the need to take a photo or scan a barcode. The feature is deeply integrated with Rufus, Amazon’s generative AI-powered shopping assistant, which provides product insights, summaries, and conversational prompts to help customers make more informed purchasing decisions.
Key Features of Lens Live:
- Real-Time Visual Search: Point your camera at an object and see matching products instantly appear.
- AI-Powered Insights: Get quick summaries and answers to questions about products from the AI assistant, Rufus.
- One-Tap Actions: Add items directly to your cart or save them to your wish list with a simple tap, all without leaving the camera view.
- Enhanced Shopping Flow: The tool offers a streamlined experience for comparison shopping and product research, turning everyday sights into shopping opportunities.
Phased Rollout and Availability
The Lens Live feature is currently being rolled out to tens of millions of U.S. customers on the Amazon Shopping app for iOS, with plans for a broader U.S. release in the coming months. This move is part of Amazon's continuous effort to innovate with AI and make the shopping process more user-centric and personalized.
By Manish
Meet Manish Chandra Srivastava, the Strategic Content Architect & Marketing Guru who turns brands into legends. Armed with a Marketer's Soul, Manish has dazzled giants like Collegedunia and Embibe before becoming a part of MobileAppDaily. His work is spotlighted on Hackernoon, Gamasutra, and Elearning Industry. Beyond the writer’s block, Manish is often found distracted by movies, video games, artificial intelligence (AI), and other such nerdy stuff. But the point remains, if you need your brand to shine, Manish is who you need.
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