Amazon Launches Lens Live for Real-Time Visual Shopping with AI Assistant Rufus

Amazon has introduced Lens Live, a new feature in the Amazon Shopping app that lets customers instantly scan items and see real-time product matches. Designed to make shopping faster and more intuitive, Lens Live displays top product results in a swipeable carousel at the bottom of the screen, allowing quick comparisons without leaving the camera view.

Customers can tap on specific items to refine their search, add products directly to their cart, or save them to wish lists. The feature integrates Rufus, Amazon’s generative AI-powered shopping assistant, which provides quick product insights, summaries, and answers to common questions while browsing.

Currently available to tens of millions of iOS users in the U.S., Lens Live will roll out to all customers in the coming weeks. Traditional Lens options, including barcode scanning and image uploads, remain available.

"Lens Live runs on AWS-managed Amazon OpenSearch and Amazon SageMaker services to deploy machine learning models at scale. It employs an accurate, lightweight computer vision object detection model running on-device to identify products in real time as customers pan their cameras across scenes or focus on specific items," Amazon said in a blog post.

By combining instant visual search with Rufus’s conversational AI, Amazon aims to help customers make more informed shopping decisions and discover products with greater ease.

Earlier this year, Amazon announced a $233 million investment in its India operations to expand infrastructure, improve delivery efficiency, and support worker well-being.

The investment will support infrastructure upgrades, technology development, and safety initiatives across fulfilment, sortation, and delivery centres.