Amazon has unveiled Lens Live, a new AI powered shopping feature that builds on its existing Amazon Lens visual search tool. The latest addition allows users to discover products in real time by pointing their phone at objects in the real world, offering an experience similar to Google Lens and Pinterest Lens.
Unlike the current Amazon Lens, which lets shoppers upload images, take photos, or scan barcodes to find products, Lens Live enables instant recognition. Customers can point their camera at an item and see matching products in a swipeable carousel at the bottom of the screen. By tapping on an item, users can add it directly to their cart with the plus icon or save it to a wish list using the heart icon.
The feature is integrated with Amazon’s AI shopping assistant Rufus, which provides AI generated product summaries, insights, and prompts for questions to help customers research items before purchasing. This builds on Amazon’s broader AI efforts, which already include AI shopping guides, AI enhanced reviews, personalised prompts, audio product summaries, and tools to help merchants.
Lens Live also taps into real world shopping behaviour, such as customers comparing prices in retail stores to check if Amazon offers a better deal. The tool is powered by Amazon SageMaker for deploying machine learning models at scale and runs on AWS managed Amazon OpenSearch.
According to the company, Lens Live will first be available on the Amazon Shopping app for iOS, reaching tens of millions of shoppers in the United States before expanding to more customers in the country. There is no confirmation yet on global rollout.
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