Amazon’s Lens Live Turns Camera Into a Shopping Tool

Written by Aaron S.,

Editor-In-Chief

Last Updated: September 03, 2025

Key Takeaways

Amazon’s Lens Live lets iOS users search for products by pointing their camera at real-world items;
The feature includes AI assistant Rufus, which offers quick product details and helpful follow-up questions;
Powered by SageMaker and OpenSearch, Lens Live delivers fast and accurate results within the Amazon app.

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Amazon has introduced a new feature that blends visual search with artificial intelligence (AI), called Lens Live.

This AI tool allows shoppers to instantly search for products by pointing their phone camera at real-world objects.

This new tool builds on Amazon’s existing image-based search option, Amazon Lens, which already lets people look for products by uploading pictures or scanning barcodes.

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The feature is designed to support how people shop today, often browsing items in physical stores and then checking online to compare prices.

Amazon’s AI assistant, Rufus, is also built into the experience. Rufus offers short product overviews and suggests follow-up questions users can ask to learn more about what they are seeing.

This gives shoppers quick access to extra product details without needing to leave the camera view or dig through multiple pages.

On the technical side, Lens Live is powered by Amazon’s cloud services. It uses SageMaker for machine learning and OpenSearch for fast product lookup. These systems work behind the scenes to ensure matches are accurate and the experience is responsive.

At launch, Lens Live is only available on iOS devices and is currently limited to users in the US. Amazon has not confirmed a timeline for introducing the feature to Android or for users outside the US.

On August 26, Google introduced a new image-focused model called Gemini 2.5 Flash Image. What does it offer? Read the full story.