Amazon is further investing in AI-powered shopping experiences with Tuesday’s launch of Lens Live , a new AI-powered upgrade to its Amazon Lens shopping feature that allows consumers to discover new products through visual search, similar to competitors like Google Lens and Pinterest Lens . The tool will also integrate with Amazon’s AI shopping assistant, Rufus, for product insights, the retailer notes.

Lens Live will not replace Amazon’s existing visual search tool, Amazon Lens, which lets you take a picture, upload an image, or scan a barcode to discover products. Instead, it brings a real-time component to Amazon Lens so you can point your phone at things you’re seeing in the real world to see matching products in a swipeable carousel at the bottom of the screen.

The addition

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