Amazon has unveiled Lens Live, a groundbreaking AI-powered feature integrated into the Amazon Shopping app for iOS users in the U.S. This tool enables users to shop in real time by simply pointing their phone’s camera at any item they see, effortlessly turning the real world into a live shopping interface.The Verge
How It Works
- Instant Scanning & Matching: Upon launching Lens Live, the camera view activates and automatically identifies objects using on-device object detection. It then matches them against Amazon’s vast catalog.
- Swipeable Product Carousel: Users are presented with similar or matching products in a swipeable carousel at the bottom of the screen—perfect for quick comparisons.
- Add to Cart or Wishlist On-the-Go: Products in the carousel display a “+” icon to add directly to your cart and a heart icon to save to your wishlist, all without leaving the camera view.
Meet Rufus: Your AI Shopping Sidekick
Lens Live is powered by Rufus, Amazon’s AI assistant. The experience includes AI-generated product summaries and suggested questions, providing users quick insights into what makes each item stand out—right below the product carousel.
The Technology Under the Hood
Lens Live leverages Amazon’s backend AI services—SageMaker and OpenSearch—for scalable machine learning deployments. It combines lightweight, on-device computer vision for object detection with deep-learning visual embedding models to match real-world items with Amazon’s inventory.
Availability & Rollout Plans
The feature is already available to tens of millions of U.S. iOS users, with plans to roll it out broadly across the U.S. in the coming months. Amazon has not confirmed a global or Android rollout at this time
Why This Matters—Quick Summary of Impacts
| Advantage | Benefit |
|---|---|
| Real-world convenience | Shop instantly by looking at items around you—no typing required |
| Fast decision-making | Visual cues and AI summaries speed up comparisons and buying processes |
| Enhanced engagement | Users stay within the app experience longer, improving retention and sales |
| Competitive edge | Builds on Amazon’s AI-driven shopping ecosystem, positioning it ahead in visual e-commerce |
