Amazon(US:AMZN) PYMNTS.comยท2025-09-09 22:17Core Insights - Amazon has launched Lens Live, a new visual search feature aimed at enhancing product discovery in its shopping app [1][2] - The feature utilizes real-time image recognition to allow users to identify and purchase products more interactively [2][3] Product Features - Lens Live builds on the existing Amazon Lens, enabling users to visually search by taking photos or scanning barcodes, with immediate product matches displayed in a scrolling carousel [3][5] - The feature includes Rufus, Amazon's generative AI shopping assistant, which provides product summaries and suggested questions to aid in comparisons and research [4][5] Technology and Availability - The system operates on Amazon Web Services' SageMaker and OpenSearch platforms, utilizing on-device computer vision for low-latency results and precise product matches [5] - Lens Live is currently available to "tens of millions" of iOS app users in the U.S., with plans for broader availability in the near future [5] Market Context - Amazon's market share in U.S. consumer retail spending grew by 7.6% in the second quarter, reaching 8.8% [6] - The launch of Lens Live coincides with a trend among major retailers to integrate generative AI into shopping experiences to enhance product discovery and streamline the purchasing process [6][7]