Shopping online could soon become more interactive as Amazon has unveiled a range of new AI-powered visual search features designed to make product discovery faster and more intuitive. The company has introduced 8 new tools that combine artificial intelligence, image recognition, and camera-based search capabilities to help customers find products more easily.
One of the key additions is an AI-powered search experience that generates images in real time as users type product descriptions into the Amazon Shopping app. Instead of searching with exact product names, shoppers can describe features such as colour, texture, or design. The AI then creates visual previews beneath the search bar, allowing users to select the image that best matches their preference and browse related products. This feature currently supports apparel and home categories.
Amazon has also launched “Shop by Style,” which presents AI-generated shoppable collages featuring curated collections of apparel and accessories. These collections are organised around themes such as “Urban Luxe” and “Soft Elegance,” helping users discover products based on style preferences.
The company has further upgraded Amazon Lens with a new feature called Lens Live. This tool can analyse products viewed through a smartphone camera and instantly display similar items in an interactive carousel. Users can compare products, add items to their cart or wishlist, and interact with Alexa to ask product-related questions without leaving the interface.
Additional features include Visual Suggestions, which provides image-based filters for broad searches, and the ability to combine uploaded images with text prompts in Amazon Lens for more accurate results.
For iPhone users, Amazon has introduced a new Amazon Lens home-screen widget that offers one-tap access to camera-based searches. The expanded “More Like This” feature helps users find visually similar products directly from search results. Meanwhile, Circle to Search allows shoppers to highlight specific objects within an image and search for them independently.
These new AI-powered visual search capabilities are currently rolling out to customers in the United States through the Amazon Shopping app on both Android and iOS devices.
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