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Amazon has taken another step to change the way people shop online. The company has launched Lens Live, a new feature inside the Amazon Shopping app that allows users to find products by simply pointing their phone cameras at real-world items.
The service, announced on September 2, 2025, works in real time. Instead of snapping a photo or uploading an image like the older Amazon Lens tool, Lens Live begins scanning the moment the camera opens. Matching products appear instantly in a swipeable row at the bottom of the screen, giving users the chance to buy, compare, or save items without leaving the camera view.
Amazon Lens Live operates on advanced AI-driven visual search technology. It uses AI models to identify items and then accesses Amazon’s extensive product catalog to provide exact or close matches. The system combines swift scanning on the user’s device with strong cloud computing on Amazon Web Services, enabling it to swiftly analyze billions of listings.
To make shopping even smoother, Lens Live is linked to Amazon’s AI assistant Rufus. As product matches appear, Rufus offers short descriptions, answers common questions, and gives helpful suggestions. This makes product research easier and helps shoppers make quicker choices.
Also Read: Amazon’s AI Gets Smarter: It Shops for You Across the Web
Compared to its earlier tools, Amazon Lens Live brings a more natural and interactive experience. Users can move their camera across a shelf in a store, a street display, or even an online video, and see the matches change instantly. A tap on any object highlights it and shows direct buying options. Items can also be added to wishlists or carts on the spot.
The launch places Amazon AI shopping in direct competition with Google Lens and Pinterest Lens, which also focus on image-based discovery. But Lens Live has been designed with a clear focus on shopping. It connects social media inspiration, window browsing, and in-store comparisons directly with Amazon’s marketplace.
Lens Live is now available to millions of iOS users in the United States. Amazon plans to expand it to more devices and countries in the coming weeks.
Amazon wants “Lens Live” to set a new standard for visual search with the integration of AI shopping, real-time scanning, and the Rufus assistant. The feature intends to turn everyday moments into instant shopping opportunities, making discovery faster and buying simpler than ever before.
