On September 3, 2025, Amazon unveiled a cutting-edge AI functionality named "Amazon Lens Live" within the iOS iteration of its Amazon Shopping app. By activating their device's camera and directing it at a particular item, users can leverage the system's real-time scanning capabilities to instantly view comparable products. Navigating through the matching results is a breeze; users can simply swipe to browse, tap the "+" icon to add desired items to their shopping cart, or select the heart icon to save them to their wishlist for future consideration.

As an enhanced iteration of Amazon Lens, this new feature introduces real-time interaction capabilities, seamlessly integrating the AI shopping assistant, Rufus. Rufus not only provides concise product summaries but also offers conversational question recommendations, empowering users to swiftly conduct product research and make informed purchasing decisions. From a technical standpoint, Lens Live harnesses the power of Amazon SageMaker services for the large-scale deployment of machine learning models. Additionally, it operates on Amazon OpenSearch, a managed service provided by Amazon Web Services (AWS), ensuring optimal performance and scalability.

Presently, this innovative feature has been made available to tens of millions of iOS users across the United States, with plans to gradually extend its reach in the coming weeks, thereby enhancing the shopping experience for a broader audience.