Amazon is supercharging its Lens feature with AI-powered shopping abilities. The new Lens Live option will now let shoppers scan real-life objects, receive AI-backed suggestions and also chat with Amazon's AI assistant Rufus.
The Amazon Newsroom on August 3, 2025 announced the launch of Lens Live. Using this new options, users will be able to identify products that they see online instantly. It will also allow them to scan objects from their surrounding and let Lens Live search for the same within Amazon's inventory.
This new feature is said to make the overall shopping experience faster and more interactive. Trishul Chilimbi, Vice President and Distinguished Scientist for Stores Foundational AI at Amazon claims that Lens Live will get activated the moment a user taps on the Amazon Lens option. It will then scan and identify products and "show top matching items in a swipeable carousel at the bottom of the screen, allowing for quick comparisons".
For a seamless purchase experience, users will be able to tap on items to focus, add them directly to the cart and save them to wishlists without even needing to leave the Amazon Lens interface. Additionally, for any product-related query or doubt, Lens Live will work in tandem with Rufus, Amazon's in-house AI assistant, to provide answers and help users research more on a particular product.
Just like Rufus, Lens Live will also be available to each and every Amazon shopper irrespective of the device they are on. This is because Chilimbi states that Lens Live runs on AWS-managed Amazon OpenSearch and Amazon SageMaker.
This makes it possible to deploy the machine learning model at scale. Hence, the on-device computer vision model is lightweight. Additionally, Lens Live's deep learning visual embedding model helps it compare real-life objects against billions of products listed on the platform.
That said, Lens Live is currently live for the Amazon shopping app on iOS for residents of the USA. The brand has confirmed that it will roll out widely in the country in the coming months. After that, we can expect this new AI-powered Lens feature to make its way to Indian shoppers.
