Amazon launches AI visual search tools with lens live and circle to search

Amazon has launched AI-powered visual search tools including Lens Live and Circle to Search, letting users shop by pointing cameras, circling items, or describing products for instant AI-generated results.

New Delhi: Global e-commerce giant Amazon has introduced a new suite of AI-powered visual search tools aimed at making online shopping faster, more intuitive, and highly personalised.

AI-Powered Shift in Shopping Experience

The company said the update blends artificial intelligence, image recognition, and camera-based search to reduce reliance on keyword-based product discovery. Instead of typing long queries, users can now simply describe, scan, or point at items to find similar products instantly.

Mass Layoffs: Amazon announces more job cuts as AI investments continue to grow

Lens Live Brings Real-Time Recognition

A major highlight of the rollout is Lens Live, an upgraded version of Amazon’s visual search system. Users can point their phone camera at any object, and the system instantly generates a carousel of matching products available on Amazon’s platform.

The feature allows users to compare, save, or purchase items in real time, bridging the gap between physical and online shopping.

Circle to Search for Precise Item Detection

The new Circle to Search tool enables users to highlight a specific item within an image. By drawing a circle around the object, the AI isolates it and searches for matching or similar products, eliminating the need for guesswork or keyword searches.

AI-Generated Shopping and Style Tools

Amazon has also introduced AI-generated visual previews, allowing users to type descriptions such as colour, style, or texture and receive instant product visuals.

A new “Shop by Style” feature offers curated fashion themes like Urban Luxe, Soft Elegance, and Modern Minimalist, helping users discover complete looks instead of individual items.

Samsung Galaxy S25 Ultra Under Rs 95,000? Amazon Great Summer Sale Sparks Buzz

Expansion of Visual Search Ecosystem

Additional upgrades include smarter “More Like This” recommendations, visual suggestion filters, and a dedicated Amazon Lens widget for iPhone users. The tools are currently rolling out in the United States on Android and iOS devices.

Future of E-Commerce

With this launch, Amazon is betting on AI-driven shopping as the next major shift in e-commerce, where users can discover products through images, gestures, and natural descriptions rather than traditional search methods.