TLDR: Amazon has launched ‘Lens Live,’ an AI-powered visual search feature integrated into its iOS shopping app. This tool allows users to identify and shop for products in real-time by pointing their phone cameras at physical items. It combines real-time visual search with Amazon’s generative AI assistant, Rufus, to provide instant product matches, summaries, and conversational prompts, aiming to create a seamless and intelligent shopping experience. The feature is currently rolling out to millions of iOS users in the US, with broader expansion planned.
Amazon is revolutionizing the shopping experience with the introduction of ‘Lens Live,’ an advanced AI-powered visual search feature now integrated into its iOS shopping application. This innovative tool empowers users to effortlessly identify and purchase products they encounter in the real world by simply pointing their smartphone cameras at them. The launch, announced on September 3, 2025, marks a significant step in Amazon’s ongoing commitment to leveraging artificial intelligence to enhance customer convenience and product discovery.
‘Lens Live’ seamlessly merges real-time visual search capabilities with Amazon’s generative AI assistant, Rufus. This integration provides shoppers with instant product matches, comprehensive summaries, and interactive conversational prompts, all designed to facilitate a more intuitive and informed purchasing journey. According to a company statement, “We’re introducing Lens Live to tens of millions of customers today and will roll it out to all U.S. customers in the coming months. To help customers using Lens Live learn more about products they’re viewing, we’ve integrated our AI shopping assistant, Rufus, into the experience.”
Operating within the Amazon Lens camera interface, ‘Lens Live’ instantly scans objects in the user’s view, displaying a carousel of top matching items at the bottom of the screen. This allows for quick comparisons without the need to capture a static photo or scan a barcode. Users can tap on a specific item in the camera view to refine results, add products directly to their cart using a ‘+’ icon, or save them to a wish list with a heart icon, all without exiting the camera interface. Furthermore, the integration with Rufus means customers will see suggested questions and concise summaries of product features, enabling speedy research and instant answers to their queries.
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This new feature builds upon Amazon’s existing visual search offerings, taking them to an unprecedented level of real-time interaction. While initially available to iOS users in the United States, Amazon has confirmed plans for a wider rollout to more users in the near future. The development underscores the e-commerce giant’s strategic focus on embedding AI deeper into the core shopping process, transforming everyday visual encounters into immediate shopping opportunities.
