Overview

• The feature lets users point an iPhone camera at items to see live matches in a swipeable carousel and add to cart or save without leaving the view.
• Amazon’s Rufus assistant supplies quick summaries, suggested questions and answers directly within the camera experience.
• Availability: now reaching tens of millions of U.S. customers in the Amazon Shopping app on iOS, with broader U.S. access coming in weeks and no Android or international dates announced.
• Under the hood, on-device object detection pairs with AWS services like OpenSearch and SageMaker and visual embeddings to map scenes to billions of listings.
• The move challenges Google Lens and Pinterest Lens and builds on Amazon Lens, which still supports photo uploads and barcode scans.