Amazon Launches AI-Powered Shopping Feature in Photos App

Amazon has launched a new AI-driven feature in its Photos app that allows users to search their personal photo libraries for products and receive links to purchase similar items from Amazon. Announced by Panos Panay, Senior Vice President of Devices and Services, the feature utilizes image recognition technology to identify objects in photos, making shopping more seamless. Users can tap a Lens icon to analyze an image and view corresponding product listings, facilitating a direct transition from inspiration to purchase. The update is designed to enhance user engagement with Amazon's platform, coinciding with the company's 2025 Big Spring Sale. The integration aims to streamline the shopping experience by eliminating the need for manual searches. While the feature has received mixed reactions regarding its necessity, it reflects Amazon's ongoing strategy to embed shopping capabilities across various services.