Business EconomyPosted at: Sep 3 2025 3:08PM


Amazon launches an AI-powered shopping tool ‘Lens Live’, creates a battleground for Google and Pinterest

New Delhi, Sep 3 (UNI) Amazon launched ‘Lens Live’ an AI-enabled feature inside the Amazon Shopping App that allows customers to find products by pointing their phone camera at real-world items.
Amazon said in a statement, “ We’re introducing Lens Live to tens of millions of customers today and will roll it out to US customers in the upcoming months. When customers with Lens Live open Amazon Lens, the Lens camera will instantly begin scanning products and show top matching items in a swipeable carousel at the bottom of the screen, allowing for quick comparisons.”
“ Customers will also now have the useful ability to tap an item in the camera view to focus in on a specific product, add items directly to their cart by tapping the icon, and save to their wish lists by tapping the heart icon, all without leaving the camera view,” the official statement added.
‘Lens Live’ will enable customers to discover new products through visual search, similar to competitors like ‘Google Lens’ and ‘Pinterest Lens.’
The battleground of visual search has now become more interesting as with the launch of ‘Lens Live’, Amazon started to focus on instant shopping experiences, and ‘Google Lens’ and ‘Pinterest Lens’ are already the big players of the visual search market.
‘Google Lens’ focuses on versatile information retrieval, and ‘Pinterest Lens’ on creative imagination.
The ‘Lens Live’ instantly scans products and shows the real-time matches in a swipeable carousel. This tool is integrated with Amazon’s AI shopping assistant, ‘Rufus’, which will offer product insights, summaries, and answer questions as you browse.
‘Rufus’ is a generative AI-powered shopping assistant that is integrated into the Amazon Shopping App. Rufus allows customers to find products, compare options, and get answers to shopping questions.
Describing the technologies used for creating Lens Live, Amazon stated, “ Lens Live runs on AWS-managed Amazon OpenSearch and Amazon SageMaker services to deploy machine learning models at scale. It employs an accurate, lightweight computer vision object detection model running on-device to identify products in real-time as customers pan their cameras across scenes or focus on specific terms.”
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