What: Amazon has introduced five new visual search features to enhance the shopping experience, including visual suggestions, product videos, and the ability to add text and isolate items within Amazon Lens image searches.

Why it is important: These features aim to speed up and precision-target product searches, reflecting Amazon's ongoing investment in improving its search capabilities and responding to the significant increase in visual search queries, which have risen by 70% globally year over year.

Amazon has recently unveiled a suite of new visual search features designed to make product searches faster and more precise. The "more like this" feature displays products similar to the search term entered by the user, allowing shoppers to quickly find comparable items. Additionally, shoppers can now view product videos without clicking on the product page, enhancing the discovery process.

The Amazon Lens image search has been enhanced to allow users to add text to their searches and isolate specific items within an uploaded image by circling them. These updates follow Amazon's previous investments in search capabilities, including the rollout of its generative AI shopping tool, Rufus, in July. Rufus enables shoppers to view previous orders, request product updates, and see detailed product information.

Amazon's visual search queries have seen a 70% global increase year over year, indicating strong user adoption of these new features. The company plans to gather feedback to continue enhancing these visual search capabilities.

Amazon launches suite of visual search features