The way consumers search for products is changing and it is doing so very fast. In this journey, Amazon has launched Lens Live, a technology that makes the smartphone camera an instant and intelligent search tool, capable of scanning products in real time and showing immediate matches in a scrolling carousel.
If you sell on Amazon, the introduction of Lens Live is a very important novelty that you must take into account. In fact, your clients no longer need to know how to describe what they are looking for. They just need to frame it with the camera. But with what repercussions for seller activities?
Artificial intelligence works for your conversions
The fundamental innovation of Lens Live is not so much in the ability to recognize objects, but rather in the deep integration with Rufus, Amazon’s AI assistant.
While the customer frames a product, in fact, the system automatically generates suggested questions and rapid summaries that highlight the item’s strong points. That is, your products can be narrated by artificial intelligence at the exact moment the customer is discovering them. This increases the probability of conversion.
In short, it is no longer necessary for the customer to actively search for information: the AI brings it directly under their eyes.
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From seeing to buying: the customer journey shortens
If the above is true, then it should be intuitive how Amazon has eliminated any slowdown in the purchasing process.
Customers can now add items directly to the cart or wish lists without ever leaving the camera view. They simply need to tap on specific icons.
This creates a very fluid process in the purchasing experience, which drastically reduces the cart abandonment rate and increases impulse purchases. For the most astute sellers, the advantages are evident. Every second of attention gained has a much higher chance of turning into an actual sale.
How Lens Live technology works
To work, Lens Live uses a lightweight computer vision model that runs directly on the device, identifying objects in real time as the customer moves the camera.
The system instantly compares what it sees with billions of Amazon products through a deep learning model, finding exact or very similar matches.
For sellers, it means the possibility of obtaining immediate visibility every time someone frames a product similar to theirs. And, moreover, breaking down every distance. The technology works when framing a product in a physical store, on social media, at a friend’s house.
The integration of Lens Live with Rufus
The integration with Rufus therefore brings a huge competitive advantage for those who correctly optimize their listings. The system automatically generates pertinent questions and provides immediate answers based on product information.
If a customer frames a sofa, they can ask if it will fit through an 80-centimeter door and get an answer. In other words:
- complete product listings
- accurate dimension details
- detailed material indication
- precise technical specifications
are a necessity for those who want to compete in this new scenario.
Naturally, the quality of product images must not be underestimated either. Lens Live compares what the camera sees with the images present on Amazon. Therefore, green light to high-resolution photos, on white backgrounds and from multiple angles.
But that is not enough. Structured information, precise dimensions, technical details, and complete descriptions feed the answers that Rufus provides to customers. A mediocre listing will not only sell less, but it might simply not appear when a customer frames a product similar to yours!
>>> You can also read our article Amazon intensifies the war against fake reviews: legal actions and AI technology <<<
Tips for sellers
From the above, it should be quite clear that we are at the dawn of a radical change in the way products are discovered and purchased online.
This is why sellers who optimize their listings for visual search and AI today are also those who will be able to build an advantage that is increasingly difficult to recover for those who arrive later.
The time to act is now, before this search method becomes the standard and competition intensifies further!
