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Amazon Launches Lens Live, an AI Shopping Tool
2 min read Amazon rolls out Lens Live – an AI tool that lets you shop anything you point your phone at. Fast, seamless, and rolling out on iOS in the U.S. September 03, 2025 11:51
Amazon has introduced Lens Live, an AI-powered shopping feature that lets users point their phone at any real-world item and instantly find it on Amazon. No need to snap a photo or type a search—the camera works live, scanning as you go and suggesting products on the spot.
Why it matters:
This is a big step in merging offline and online shopping. It makes buying what you see effortless, potentially boosting sales for Amazon and creating a new habit for shoppers. For brands, this could mean more opportunities for instant product discovery.
How it works:
Once you open the Amazon app, Lens Live activates the camera and starts identifying products. Matches appear in a swipeable carousel, and with a single tap you can add them to your cart or wishlist. Amazon’s AI assistant Rufus also steps in, giving quick summaries or answering questions about what you’re viewing.
What’s next:
Lens Live is rolling out first to iOS users in the U.S., with plans for a wider release soon. It will compete with Google Lens and Pinterest Lens but is built for one thing—faster shopping.
The flip side:
While convenient, it raises questions about privacy and may encourage over-spending as shopping becomes more passive and constant.
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