Amazon has introduced a new AI-powered visual search feature to its app, allowing fashion shoppers to search for items by uploading photos of looks they like.
During its Re:MARS conference in Las Vegas earlier this week, the online behemoth unveiled its new “StyleSnap” feature, for shoppers who “struggle to find styles they can’t describe in words”.
The AI-powered tool will “match the look in the photo” and find similar items for sale on Amazon, taking into consideration a range of factors including brand, price range and customer reviews.
This comes as Amazon attempts to boost its fashion section, having launched a raft of own-brand fashion lines over the past 18 months.
Though other online retailers like Asos already offer an image search feature, this is also not Amazon’s first foray into utilising its increasing AI capabilities to help fashion shoppers.
In 2017 it introduced the Echo Look, and AI powered camera which gave users fashion recommendations, but this was dogged by issues and never reached the popularity Amazon had hoped for.
At the same conference, which showcases the retailer’s latest technological advancements, Amazon also revealed its new Prime Air drone, able to transform in mid-air and touted to begin performing deliveries in the next few months.