Amazon has introduced Lens Live, an AI-powered extension of its Amazon Lens feature that allows shoppers to identify and purchase products instantly by pointing their phone cameras at real-world objects. Unlike the existing Amazon Lens, which relies on static images, Lens Live enables real-time product discovery through a swipeable carousel of matches that appear at the bottom of the screen.
Powered by Amazon SageMaker and running on AWS OpenSearch, the feature integrates with Amazon’s AI shopping assistant Rufus, giving users access to AI-generated product insights, summaries, and conversational prompts before making purchases. The launch builds on Amazon’s broader AI push, which includes shopping guides, personalized prompts, and AI-enhanced reviews.
Lens Live is initially rolling out to “tens of millions” of iOS users in the U.S., with expansion plans to follow. By combining real-time visual search with conversational AI, Amazon aims to make product discovery more intuitive while capturing the growing trend of in-store comparison shopping.
