Amazon Launches Lens Live: AI‑Powered Visual Shopping on iPhone
Key Points
- Lens Live lets iPhone users point their camera at any object to see similar products for purchase.
- The AI generates a carousel of items with prices, reviews, and add‑to‑cart options.
- Integrated with Amazon’s Rufus assistant for follow‑up questions and product insights.
- Builds on Amazon Lens, adding a direct purchase pathway not found in Google Lens or Pinterest tools.
- Currently available only on iOS; no Android release date announced.
- Part of Amazon’s larger AI strategy that includes review summaries and personalized prompts.
Amazon has introduced Lens Live, a new feature that lets iPhone users point their camera at any object and instantly see a carousel of similar products for purchase. The tool leverages artificial intelligence and is tied to Amazon’s Rufus assistant, which can answer follow‑up questions about items. Lens Live expands Amazon’s visual search capabilities, offering a direct path to buying without needing to type a description. The feature is currently available only on iOS, with no Android release date announced, and positions Amazon against rivals such as Google Lens and Pinterest’s camera tools.
How Lens Live Works
Lens Live allows users to open the camera on their iPhone, point it at an object of interest, and tap the screen. The artificial‑intelligence engine instantly generates a carousel of similar products, displaying prices, reviews, and purchase options. Shoppers can add items to their cart with a single tap or save them for later, turning everyday visual encounters into immediate shopping opportunities.
Integration with Rufus
The feature is integrated with Amazon’s Rufus AI assistant. After the visual results appear, Rufus can provide additional information, answer follow‑up questions, and share insights such as customer sentiment. This coupling of visual search with conversational AI aims to create a seamless browsing‑to‑buy experience.
Comparison to Competitors
Lens Live builds on the existing Amazon Lens tool but adds a direct purchase pathway. While Google Lens identifies objects, landmarks, and flora, and Pinterest’s camera highlights style, Amazon’s focus is on converting the visual identification into an instant transaction. The integration of shopping functionality distinguishes Lens Live from its rivals, positioning Amazon as a catalyst for impulse purchases triggered by everyday sights.
Availability and Future Outlook
At launch, Lens Live is limited to iOS devices, with no announced timeline for Android support. Amazon’s broader AI strategy includes AI‑generated review summaries, personalized product prompts, and AI‑powered clothing fit tools. Lens Live fits within this ecosystem, extending AI’s role across the shopping journey. The company anticipates that making the world a catalog of purchasable items via a simple camera gesture could reshape shopping behavior, though it also acknowledges potential concerns about impulse buying.