Amazon Unveils Lens Live: AI-Powered Real-Time Shopping Tool

Amazon launches Lens Live, an AI-powered shopping tool for use in the real world | TechCrunch

Amazon is further investing in AI-powered shopping experiences with Tuesday's launch of Lens Live, a new AI-powered upgrade to its Amazon Lens shopping feature that allows consumers to discover new products through visual search, similar to competitors like Google Lens and Pinterest Lens. The tool will also integrate with Amazon's AI shopping assistant, Rufus, for product insights, the retailer notes. Lens Live will not replace Amazon's existing visual search tool, Amazon Lens, which lets you take a picture, upload an image, or scan a barcode to discover products. Instead, it brings a real-time component to Amazon Lens so you can point your phone at things you're seeing in the real world to see matching products in a swipeable carousel at the bottom of the screen. The addition is one of several ways Amazon has been leveraging AI to help online shoppers. Over the past year or so, the company has also rolled out other features like its AI assistant Rufus, AI-powered shopping guides, AI-enhanced product reviews, AI tools for finding clothes that fit, AI audio product summaries, personalized shopping prompts, as well as tools for merchants. Lens Live also capitalizes on activities customers are already doing: comparison shopping while in retail stores out in the real world to see if Amazon has a better deal on the same or similar item. When using the new Lens Live feature, customers can tap on any item in their camera view to trigger the feature to focus on that product. If they find a match they like, they can add it to their shopping cart by tapping the (+) plus icon or tap the heart icon to save it to their wish list. The feature is powered by Amazon SageMaker services, which allow machine learning models to be deployed at scale. It runs on AWS-managed Amazon OpenSearch. In addition, Amazon's AI-powered shopping assistant Rufus is available in the new experience, allowing customers to see AI-generated product summaries and suggested questions of conversational prompts they can ask to learn more about the item. According to Amazon, this lets shoppers do some quick product research and view product insights before making a purchase. The Lens Live feature is first launching on the Amazon Shopping app on iOS, initially for "tens of millions" of U.S. shoppers before rolling out to others in the U.S. The company didn't say whether it's going to expand to other global markets.

Amazon's Lens Live AI shops for anything you can see

Amazon will now let you shop for products by pointing your camera at them. On Thursday, the company announced Lens Live, a new feature that uses your camera to scan things in the environment around you, while surfacing matching product listings. This feature, which is only rolling out to the Amazon Shopping app on iOS for now, lets you pan your camera around a room or focus on a specific product. Amazon says Lens Live will use an object detection model to identify the products shown on your camera in real-time, and then compare them against the billions of products on its marketplace. Once it finds similar items, Lens Live will display them in a swipeable carousel, where it will also show options to add products to your cart or wishlist. It sounds like Amazon's take on Google's Gemini Live, an AI-powered assistant that similarly lets you scan things in your environment and ask questions about them. The difference is that Amazon's AI tool puts a big "buy" button on everything you see. Lens Live also integrates Amazon's AI assistant Rufus to summarize product descriptions and answer questions about them. The feature builds upon the existing capabilities of Amazon's visual search features, which let you search for products by uploading an image, scanning a barcode, or snapping a picture in the Amazon Shopping app. Amazon plans on bringing Lens Live to more customers in the "coming weeks."

Spot an Item You Wish to Buy? Amazon Lens Live Can Scan and Pull Up Matches

Don't miss out on our latest stories. Add PCMag as a preferred source on Google. Amazon is making it easier to shop for items you don't know the name of or can't describe appropriately. Building on top of its existing Lens feature, the e-commerce giant is introducing Lens Live. The AI-powered feature lets you point your camera towards an item and see top matching items in a swipeable carousel. If there are too many objects in your camera view, just tap the one you're trying to find matches for. You can swipe across the options, compare them, and add them to the cart directly from the same view. Just tap the yellow + (plus) icon at the bottom right of the product description box. Amazon Lens Live is integrated with Rufus, the company's own AI shopping assistant. Under each product description, you'll find a short AI-generated description and suggested prompts for further inquiries. From the demo, it also looks like you'll be able to ask Rufus your own questions about the product. The feature is powered by machine learning models from AWS-managed Amazon OpenSearch and SageMaker. It is processed on-device using a lightweight computer vision object detection model. The main object in your camera view is detected automatically in real time and paired with the closest matches from Amazon's vast product catalog. However, remember this will be limited to just Amazon products. It doesn't replace the existing Lens feature; you can still use it to search by taking a photo, uploading one from your library, or scanning a barcode. The new feature just differs by letting you use your live camera view, instead of a clicked, static image. At launch, Amazon Lens Live is limited to the iOS app, but it will soon expand to more users, Amazon says.

Amazon's 'Lens Live' mobile shopping feature uses camera and AI to find real-time product matches

Amazon is adding enhanced camera-shopping capabilities to its app with the release of "Lens Live," a new feature that builds on its Amazon Lens experience. Using a mobile device camera while in the Amazon app, shoppers can tap an item in the camera view to focus in on a specific product. The technology instantly finds real-time matches and or suggestions for similar items on Amazon. The feature also includes product information and answers to common questions generated by Rufus, Amazon's AI shopping assistant. In Lens Live, shoppers can view multiple items in a swipeable carousel, add items to their cart or save them to wish lists without leaving the camera view. The feature builds off Amazon's previous release of Amazon Lens, which allowed shoppers to find items based off photos in their camera roll, among other capabilities. Lens Live is powered by a computer vision object-detection model running on-device to identify products in real time as customers pan their cameras across scenes or focus on specific items, according to a blog post by Trishul Chilimbi, Amazon's VP of Stores Foundational AI. "Lens Live uses a deep-learning visual embedding model to match the customer's view against billions of Amazon products, retrieving exact or highly similar items," Chilimbi said. The feature is currently available for select U.S. customers in the Amazon Shopping app on iOS and will roll out to all U.S. customers in the coming months, according to Amazon.

Amazon is giving your camera an AI-powered shopping cart

Lens Live is integrated with the Rufus AI assistant to provide quick information and answers about the products You no longer need to know what something's called to buy it on Amazon, thanks to the company's new AI-powered Lens Live feature. All you need to do is point your smartphone camera at anything that grabs your eye, from a stranger's shoes to a fancy backpack for dogs, and tap the screen. The AI will immediately offer a range of similar products for you to add to your cart, complete with prices and reviews. It's a combination of visual search and assisted shopping sans typing. You have the immediate option to make a purchase by tapping on the plus icon or save it for later with a tap on the heart. Lens Live builds on but isn't replacing the existing visual search tool, Amazon Lens, but it does make impulse buying easier. And if you want to know more about what you're seeing, it's also linked to Amazon's AI shopping assistant Rufus. The AI assistant can answer follow-up questions and tell you more about the product and how other customers feel about their purchase. It's a lot like Google Lens or Pinterest's own camera tools. But, while Google Lens can identify objects, animals, landmarks, and flowers, and Pinterest's camera can spot a style or aesthetic, Amazon is all about making it possibly too easy to get straight to making a purchase. People already comparison shop all of the time, deciding if the object catching their eye in a store can be found cheaper online, or if the one they see in an online ad can be obtained faster with an in-store purchase. Lens Live simply speeds things up by skipping the need to type a brand name or describe an item, instead allowing you to point your camera. Lens Live is only rolling out to iOS devices right now, with no Android release date announced. Lens Live fits with Amazon's work to make AI part of its entire company setup. Amazon has rolled out AI-generated review summaries, personalized product prompts, AI-powered clothing fit tools, and more. Lens Live is simply a more direct way to use AI to help people make purchases. Depending on how people feel about the tool, it could fundamentally reshape shopping. AI visual shopping might have a more subtle impact on people by making the entire world theoretically a catalog of purchases, with Amazon as the checkout counter. Every object becomes a possible purchase, and your camera redirects your buying impulse in seconds. Of course, that's a nightmare if you're already someone who struggles with self-control on Amazon.

Amazon app's AI eyeballs will scan the world and shop stuff for you

Amazon wants to make it more convenient for you to spend money on its online shopping platform, making it as easy as pointing your phone's camera at any object around you and finding it listed online. You can even ask the onboard AI details about the product, so that you can make an informed decision before hitting the order button. What's new for Amazon shopping? The new Amazon tool is called Lens Live, which builds atop the foundations of Amazon Lens. The big difference is the generative AI chops at the heart of this tool, which is now better equipped at detecting objects and matching them against a database of items currently on sale via Amazon. Recommended Videos "When customers with Lens Live open Amazon Lens, the Lens camera will instantly begin scanning products and show top matching items in a swipeable carousel at the bottom of the screen, allowing for quick comparisons," says Amazon. The company is rolling out the new tool to millions of users in the US, starting with the iOS app, and plans to expand its availability in the months to follow. All you have to do is open the Amazon app, tap on the camera icon in the search bar at the top, and launch the camera scanner view. How it works? Lens Live comes with enhanced object recognition chops, so that when users open the camera view and tap on an object, its outline is automatically detected and it is subsequently scanned against Amazon's inventory of identical or similar items. As soon as a match is found, the product listing card appears in the bottom half of the screen. If there are multiple matches, you can scroll past the card carousel and pick the one that you like. These cards also feature a "+" button so that you can directly add those items to the shopping cart. Additionally, you can ask the Rufus AI shopping assistant to describe the product's core details in brief and clarify any doubts. In fact, the whole conversational experience is powered by the in-house Rufus LLM and takes an approach similar to that of Apple's Visual Intelligence and Google's Gemini Live with screen sharing.

Amazon's New Feature Can Scan Products and Show Real-Time Matches

The new feature is an expansion of the existing Amazon Lens tool Amazon Lens Live, a new artificial intelligence (AI) feature for its shopping app, was introduced by the company on Tuesday. It is an expansion of the firm's AI-powered Amazon Lens feature, which allows users to click or upload a photo and scan it to show visually similar products on the platform. The new AI feature can access the user's camera and scan objects in real-time, eliminating the need to click or upload images. Lens Live is currently only available on iOS devices for select users in the US. Amazon Lens Live Is Integrated With AI Assistant Rufus The Seattle-based tech giant says the expansion of the Lens feature is now available to tens of millions of US users via the iOS version of the Amazon shopping app. The feature will be rolled out to all US users in the months to come. The company has yet to announce any plans to introduce this AI feature in global markets. Once the feature becomes available, iOS users can open the Amazon shopping app and tap on the camera icon in the search bar to open the Lens and activate the Lens Live capability. It can directly begin detecting their surroundings by processing the camera feed, and once the user points the camera at an object, it will scan and show matching items instantly. The visually similar products will appear on the same screen in a small swipeable carousel at the bottom. Rufus in Amazon Lens Live Photo Credit: Amazon From there, users can directly add the object to their cart by tapping the + icon or save their wish list by tapping the heart icon. Amazon has also integrated Rufus, the platform's AI assistant, with the feature. This allows users to see suggested questions and quick summaries about the matched products without leaving the camera view. These prompts appear underneath the carousel. Explaining the tech behind the feature, the company said Lens Live is powered by Amazon Web Services (AWS)-managed OpenSearch and SageMaker services. These services connect the feature with cloud-hosted AI models. Additionally, a lightweight computer vision-based object detection model runs on-device to identify products in real time. On the server side, the feature is paired with a deep learning visual embedding model that matches the detected object with Amazon's product catalogue and retrieves the exact or similar listings.

Amazon Debuts Lens Live, A Real-Time Visual Search To Rival Google Lens, Pinterest - Alphabet (NASDAQ:GOOG), Amazon.com (NASDAQ:AMZN)

Amazon.com Inc. AMZN launched Lens Live on Tuesday, upgrading its visual search capabilities with artificial intelligence to enable real-time product scanning and discovery for U.S. shoppers. Real-Time Scanning Technology Debuts The new feature builds upon Amazon's existing Lens tool by adding instant product recognition as users point their cameras at items in the physical world. Lens Live displays matching products in a swipeable carousel at the bottom of the screen, eliminating the need to capture static images. "Lens Live instantly scans products and shows real-time matches in a swipeable carousel to make finding the right item easier," said Trishul Chilimbi, Vice President and Distinguished Scientist, Stores Foundational AI at Amazon. The tool operates through AWS-managed Amazon OpenSearch and Amazon SageMaker services, deploying machine learning models at scale for immediate product identification. See Also: Amazon Hit With Class Action Covering 300 Million Shoppers Over Alleged Price-Inflating Policies Rufus Integration Powers Smart Shopping Amazon integrated its AI shopping assistant Rufus into Lens Live, providing users with conversational prompts and product summaries during camera scanning. The feature displays suggested questions and key product insights beneath the carousel interface. 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. Strategic Market Positioning The launch positions Amazon against competitors Alphabet Inc.'s GOOGL GOOG Google Lens and Pinterest Inc.'s PINS 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. The feature capitalizes on existing consumer behavior of comparison shopping in physical stores to find better Amazon deals, according to the company. Limited Initial Rollout Lens Live initially launches for "tens of millions" of U.S. customers on the Amazon Shopping iOS app, with broader U.S. rollout planned for the coming months. Amazon has not announced international expansion plans. The feature complements existing Lens capabilities, including photo uploads, barcode scanning, and the recently introduced Circle to Search function for multi-product images. Disclaimer: This content was partially produced with the help of AI tools and was reviewed and published by Benzinga editors. Photo courtesy: Markus Mainka / Shutterstock.com AMZNAmazon.com Inc $224.90-0.20% Stock Score Locked: Edge Members Only Benzinga Rankings give you vital metrics on any stock - anytime. Unlock Rankings Edge Rankings Momentum 73.18 Growth 92.23 Quality 60.32 Value 51.22 Price Trend Short Medium Long Overview GOOGAlphabet Inc $226.256.73% GOOGLAlphabet Inc $226.307.07% PINSPinterest Inc $36.750.05% Market News and Data brought to you by Benzinga APIs

Amazon rolls out Lens Live with AI-powered product scanning

Amazon has launched Lens Live, an AI-enhanced version of its Lens feature in the Amazon Shopping app. The feature enables users to instantly scan products, view real-time matches, and access AI-generated insights from Amazon's assistant, Rufus. Amazon Lens allows shoppers to identify items they see online or in physical stores. According to Trishul Chilimbi, Vice President and Distinguished Scientist for Stores Foundational AI at Amazon, Lens Live makes the process faster and more interactive. Trishul Chilimbi explained that Lens Live runs on AWS-managed Amazon OpenSearch and Amazon SageMaker, which enable the deployment of machine learning models at scale. A lightweight on-device computer vision model identifies products in real time as users pan their cameras across scenes. A deep learning visual embedding model then compares the camera view against billions of Amazon products to locate exact or similar matches. Chilimbi noted that Amazon's AI, Rufus, assists users by generating helpful questions, answers, and key product information for faster discovery. Amazon Lens Live is now available on the Amazon Shopping app for iOS and will gradually roll out to additional U.S. customers. Users can still use traditional Lens features, such as uploading images, scanning barcodes, or taking pictures.

Amazon Launches Lens Live: AI-Powered Real-Time Visual Shopping Redefines Discovery

Amazon's New Feature "Lens Live" Pairs with Rufus AI to Give Quick Product Details and Smart Suggestions Amazon has taken another step to change the way people shop online. The company has launched Lens Live, a new feature inside the Amazon Shopping app that allows users to find products by simply pointing their phone cameras at real-world items. The service, announced on September 2, 2025, works in real time. Instead of snapping a photo or uploading an image like the older Amazon Lens tool, Lens Live begins scanning the moment the camera opens. Matching products appear instantly in a swipeable row at the bottom of the screen, giving users the chance to buy, compare, or save items without leaving the camera view.

Introducing Amazon Lens Live: Instant scanning, real-time product matches, and insights from Amazon's AI Shopping Assistant

Key takeaways Lens Live instantly scans products and shows real-time matches in a swipeable carousel to make finding the right item easier. Lens Live integrates Amazon's AI shopping assistant, Rufus, to offer product insights, summaries, and answer questions as you browse. [...] This is an abstract of the document. To keep reading, click here and get access to the original version. Attachments Disclaimer Amazon.com Inc. published this content on September 02, 2025, and is solely responsible for the information contained herein. Distributed via Public Technologies (PUBT), unedited and unaltered, on September 02, 2025 at 19:23 UTC.