Amazon adds AI generated images to search bar amid skepticism
Amazon now displays AI-generated images inside its shopping app’s search bar. The images show up as users type, rendering visual interpretations of the query before actual products appear.
The feature went live on Tuesday. Amazon says it’s for shoppers who struggle to describe items using exact retail terms.
A user types descriptive language into the search field, and synthetic product images are generated in real time. Each word a user adds refreshes the visuals.
“A customer may want a shirt with a draped collar but can’t think of the term “cowl neck,” or a couch with woven side panels but doesn’t know the word “rattan,” wrote Amazon in its announcement. The user then taps one of those generated images, and they land on results showing real products with a similar look.
U.S. customers on iOS and Android can use the new feature now. However, it’s limited to apparel and home categories for the moment, with more product types in the pipeline.
Amazon’s bigger visual search bet
The search bar images feature is part of a set of visual shopping tools Amazon outlined in the same blog post.
One of the new features, called “Shop by style,” presents AI-generated outfit collages organized by themes like “Urban luxe.” There’s also Amazon Lens Live, a camera-based feature that scans real-world objects and surfaces, matching products in a swipeable carousel.
Amazon integrated Alexa as a Shopping assistant into the Lens Live camera view, taking the place of Rufus AI chatbot for natural language product queries.
Amazon sold bonds worth more than $3 billion in Swiss francs and started a deal worth $37 billion in multiple tranches. That’s part of what as a combined $800 billion AI infrastructure spend projected across the five largest tech companies in 2026.
Amazon thinks that visual advice can help customers get from what they see to what they can type into a search box. Some people say the store already has millions of real product images that could be used for the same purpose.
The feature’s rolling out now. Shoppers in the U.S. can see it by updating the Amazon Shopping app on iOS or Android.
Disclaimer: The content of this article solely reflects the author's opinion and does not represent the platform in any capacity. This article is not intended to serve as a reference for making investment decisions.
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