Amazon has announced the launch of two new artificial intelligence-powered visual search tools: Lens Live and Circle to Search. These features aim to simplify product discovery by allowing users to search using images rather than text.
Lens Live: Real-time visual search
Lens Live enables users to point their smartphone camera at any object, such as a piece of furniture or a clothing item, and instantly see similar products available on Amazon. The feature uses computer vision to identify items in real time and provides direct links to purchase or learn more.
How it works
Users open the Amazon app, tap the camera icon, and select Lens Live. They then point the camera at the desired object. The AI analyzes the shape, color, and texture, then displays matching products from Amazon's catalog. The feature works for a wide range of categories including home decor, electronics, and fashion.
Circle to Search: Image-based discovery
Circle to Search allows users to take a screenshot or select an existing image, then draw a circle around a specific item within the photo. Amazon's AI identifies the circled object and retrieves relevant product listings. This tool is particularly useful for finding items seen on social media, websites, or in photos.
Key benefits
- Faster shopping: Eliminates the need to type long search queries.
- Accurate results: AI matches visual attributes like style, color, and pattern.
- Seamless experience: Integrated directly into the Amazon mobile app.
Availability and rollout
Both features are rolling out globally starting this week. Initially available on iOS and Android devices, Amazon plans to expand to more platforms in the coming months. The tools are part of Amazon's broader push to integrate AI across its shopping experience, following the launch of its AI-powered shopping assistant Rufus earlier this year.
Competitive landscape
Amazon's move comes as competitors like Google and Pinterest also enhance visual search capabilities. Google Lens has long offered similar functionality, while Pinterest's Lens tool allows users to search for products from pins. Amazon's advantage lies in its vast product catalog and direct purchasing integration.
With these new tools, Amazon aims to reduce friction in online shopping and capture more impulse purchases. The company expects Lens Live and Circle to Search to drive higher engagement and conversion rates among mobile shoppers.
