Amazon Unveils ‘Lens Live’ for Real-Time Visual Shopping

Amazon has introduced a groundbreaking feature called “Lens Live,” a real-time AI shopping tool that turns your smartphone camera into a shopping assistant. By simply pointing an iPhone camera at any product, Lens Live can identify the object and instantly pull up matching or similar items available on Amazon. The system integrates tightly with Amazon’s AI assistant, Rufus, which provides summaries, comparisons, and even Q&A about the product in view. A swipeable carousel of related items makes the experience intuitive and impulse-friendly. Launching initially for iOS, Amazon plans to expand the service to Android later in 2025. The tool is being promoted heavily around shopping events like Prime Day, where its convenience could drive higher conversion rates. Retail analysts note that Lens Live is Amazon’s direct answer to Google’s Gemini Live features, highlighting the intensifying rivalry in AI-driven retail. While the technology has excited many consumers, some privacy experts are urging caution, citing concerns about constant camera use and data collection. Regardless, Amazon believes Lens Live will fundamentally change how users shop online. The feature may soon become a core part of Amazon’s shopping ecosystem.