Amazon has introduced a significant enhancement to its search experience that enables users to find products using images rather than text, marking a shift in how shoppers can interact with its marketplace. The feature, known globally as Amazon Lens, has recently been rolled out in South Africa, giving customers in the region a new way to discover products by uploading photos, taking a picture with their smartphone camera, or scanning barcodes within the Amazon Shopping app.
Amazon Lens leverages advanced computer vision and artificial intelligence to interpret images and identify matching or visually similar products from the company’s vast catalogue. Instead of relying on typed keywords, users can simply tap the camera icon in the app’s search bar and either snap a photo or select an existing image from their device. The system then analyses visual features to return relevant results, reducing friction for shoppers who struggle to describe items or don’t know product names.
According to Amazon, tens of millions of customers worldwide already engage with this visual search capability each month, which has become an integral part of the platform’s broader AI‑powered shopping ecosystem. Beyond identifying exact item matches, the tool provides filters for price, customer ratings and delivery options, helping users refine results and make informed purchasing decisions more quickly. In environments where typing out detailed descriptions can be cumbersome, especially on mobile devices, the image search feature offers a more intuitive alternative that aligns with how people naturally interact with the physical world.
The rollout in South Africa reflects Amazon’s strategy to expand visual search beyond core markets, signalling an ambition to make image‑based discovery a mainstream part of digital commerce. Robert Koen, Managing Director for Amazon Sub‑Saharan Africa, said the company’s AI innovations are designed to make shopping easier for customers by removing barriers related to product terminology and search complexity. The feature is accessible through the Amazon Shopping app by tapping the camera icon in the search bar, where users can upload images, take live photos or scan barcodes to initiate product searches.
This shift toward image‑driven search is part of a broader trend in e‑commerce where visual recognition technologies are increasingly used to enhance user experience. By aligning search functionality with natural human behaviours such as snapping a photo of a desired object, Amazon is positioning itself at the forefront of AI‑enabled retail innovation. As visual search tools continue to evolve, they are expected to play a larger role in how consumers discover and buy products online, particularly in mobile‑first markets where simplicity and convenience are key drivers of engagement.
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