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Amazon is doubling down on artificial intelligence in eCommerce with the launch of Lens Live, a new feature that allows shoppers to discover products in real-time by pointing their phone cameras at items in the physical world. The tool expands on the existing Amazon Lens visual search feature and brings Amazon closer to rivals such as Google Lens and Pinterest Lens. 

Real-Time Shopping Through the Camera

Unlike Amazon Lens, which relies on static photos, image uploads, or barcode scans, Lens Live offers a real-time experience. Shoppers can open their camera within the Amazon app, point it at an object, and instantly see swipeable carousels of similar or matching products displayed at the bottom of the screen.

The feature is designed for common shopping scenarios, such as comparison shopping in retail stores—a behavior many consumers already engage in when checking if Amazon offers better prices or alternatives.

Customers can tap on any product in their camera view to refine results, add items directly to their shopping cart using the “+” button, or save them to a wish list by tapping the heart icon. 

AI-Powered Insights with Rufus 

Lens Live is tightly integrated with Amazon’s AI shopping assistant, Rufus, which provides product summaries, suggested questions, and conversational prompts to help shoppers make informed decisions. This allows customers to access AI-generated insights and quick product research without leaving the visual search experience. 

Under the Hood: AWS and SageMaker 

The feature is powered by Amazon SageMaker, the company’s machine learning platform, and operates on AWS-managed Amazon OpenSearch, enabling large-scale deployment of AI models. This infrastructure ensures Lens Live can deliver results quickly and at scale to millions of shoppers. 

Expanding AI in the Shopping Journey 

Lens Live adds to a growing suite of AI-driven tools Amazon has rolled out in the past year, including: 

  • Rufus, its conversational shopping assistant.
  • AI-powered shopping guides for product discovery.
  • AI-enhanced product reviews that summarize customer feedback.
  • Personalized shopping prompts and fit-finding tools for fashion.
  • AI-generated audio product summaries for quick browsing. 

Together, these initiatives signal Amazon’s intent to make AI a central part of the online shopping experience. 

Rollout Plan 

Lens Live launched Tuesday on the Amazon Shopping app for iOS, with availability for “tens of millions” of U.S. shoppers. The company has not confirmed whether the feature will expand internationally or to Android devices in the near term. 

Strategic Outlook 

By blending visual recognition, real-time search, and AI-driven insights, Amazon is seeking to make the shopping process more intuitive and interactive. For consumers, the promise is speed and convenience; for Amazon, it’s another step in anchoring its platform as the go-to destination for discovery, price comparison, and purchasing—whether at home or while browsing store shelves. 

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