Amazon has officially rolled out Lens Live, a next-generation AI-powered shopping feature designed to make product discovery faster and smarter. Expanding on its earlier Amazon Lens technology, this new feature allows users to scan objects in real time using their smartphone camera and instantly see matching or similar items available on Amazon’s platform. The move highlights Amazon’s growing reliance on artificial intelligence to transform the online shopping experience.

Key Points

Amazon Lens Live scans products in real time via the shopping app.

Eliminates the need to capture or upload photos manually.

Currently available only on iOS devices for select US users.

Powered by AWS OpenSearch, SageMaker, and on-device vision models.

Integrated with Amazon Rufus AI assistant for enhanced product insights.

Expansion to all US users expected in the coming months.

No official word yet on global rollout.

What Is Amazon Lens Live?

Previously, the Amazon Lens feature allowed users to click or upload a photo of an item and find similar listings on Amazon. Lens Live takes this a step further, removing the need for manual input. Instead, the app directly accesses the user’s camera feed and scans objects instantly, providing real-time product matches.

When activated, a swipeable carousel of visually similar items appears at the bottom of the screen, allowing users to explore, add items to their cart with a single tap, or save them to their wish list.

Seamless Integration With Rufus AI

One of the biggest upgrades is the integration of Rufus, Amazon’s AI shopping assistant. As Lens Live scans an object, Rufus can provide:

The Technology Behind Lens Live

Amazon has combined both on-device AI and cloud-based intelligence to power this feature.

On-device AI: Uses a lightweight computer vision-based detection model to identify objects in real time, ensuring smooth performance without heavy data use.

Server-side AI: Connects to deep learning models via AWS OpenSearch and SageMaker, which compare the detected item against Amazon’s massive catalogue. This ensures the user is shown either the exact product or closely related matches.

By leveraging this hybrid approach, Amazon balances speed, efficiency, and accuracy.

Availability and Future Expansion

Currently, Lens Live is available on iOS for select users in the United States, with a wider rollout planned in the coming months. Amazon has not yet provided details about availability on Android devices or international expansion. However, considering the success of visual search in e-commerce, a global release is highly likely in the near future.

Why Lens Live Matters

The launch of Lens Live represents Amazon’s continued effort to make online shopping more intuitive, instant, and AI-driven. By reducing friction between product discovery and purchase, Amazon strengthens its dominance in the e-commerce market while also setting a higher bar for competitors like Google Lens and Pinterest Lens.

Conclusion

With Lens Live, Amazon is bridging the gap between the physical and digital shopping worlds. By simply pointing their camera at an object, users can now access instant matches, AI-powered insights, and effortless purchasing options. While still limited to iOS users in the US, this feature marks a major step toward the future of AI-driven, real-time shopping experiences.

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