Amazon has introduced a new feature to its Amazon Photos app that enables users to identify products within their personal photo libraries and find similar items available for purchase on Amazon’s platform. Announced by Panos Panay, Amazon’s Senior Vice President of Devices and Services, this update utilizes image recognition technology to analyze users’ photos, detect recognizable products, and provide direct links to comparable items on Amazon. This enhancement aims to streamline the shopping experience by allowing users to discover and purchase products that resemble those captured in their photographs.
To use this feature, users can open the Amazon Photos app and select the Lens icon while viewing an individual photo. The app will then process the image, identify any discernible products, and present options to explore similar items within the Amazon retail app or website.
This development aligns with Amazon’s broader strategy to enhance user engagement and drive sales through innovative technologies. By integrating shopping capabilities directly into the photo storage app, Amazon leverages personal user content to facilitate product discovery. This initiative coincides with Amazon’s 2025 Big Spring Sale, running from March 25 to March 31, offering deals across various categories, including electronics and household products.
The introduction of this feature complements Amazon’s ongoing efforts to incorporate visual search functionalities into its services. Previously, Amazon expanded the visual search capabilities of its shopping app, allowing customers to use images and videos to find products more efficiently. These enhancements include features like “More like this,” enabling users to find similar products based on an image in their search results, and the ability to add text to an image search for more precise results.
Amazon Photos has also been updated to improve user experience. In November 2022, the app underwent a redesign on Android devices to enhance navigation and make sharing photos and videos more intuitive. The update introduced a more user-friendly interface, emphasizing discoverability and ease of use.
By integrating product identification and shopping features into the Amazon Photos app, Amazon aims to create a seamless connection between users’ personal experiences and their shopping activities, further embedding its services into daily life.
