Amazon Launches AI-Powered Lens Live Shopping Tool for U.S. Users

Amazon has launched Lens Live, a new AI-powered feature in its iOS Shopping app that allows users to shop in real-time by pointing their camera at objects around them. Leveraging computer vision and deep learning via Amazon SageMaker and AWS-managed OpenSearch, Lens Live identifies products instantly and displays them in a swipeable carousel for easy browsing, adding to cart, or saving to wish lists. The feature integrates Amazon's AI shopping assistant Rufus, which provides product summaries and suggests questions to help shoppers make informed decisions. Lens Live builds on the existing Amazon Lens capabilities by adding live object detection and matching, enabling seamless comparison shopping in physical retail environments. This rollout targets tens of millions of U.S. customers initially, with plans for wider expansion, positioning Amazon competitively alongside tools like Google Lens and Pinterest Lens. The launch reflects Amazon's broader push to enhance personalized and AI-driven shopping experiences.