Amazon Adds AI Image Generation to Mobile Search

Amazon is updating its mobile app search bar with a new feature that generates AI-created images of clothing and home goods based on user descriptions. The tool is designed to assist shoppers in finding products when they struggle to recall specific terminology, such as searching for a "shirt with a draped collar" instead of a "cowl neck."

Visualizing Search Queries

When a user enters a description into the Amazon search bar, the app surfaces AI-generated images of potential products. Users can then tap on the image that most closely matches their vision to browse for similar items available for purchase. Amazon notes that while this feature is helpful for identifying specific textures or styles, it may offer limited utility for straightforward searches, such as looking for a basic "blue t-shirt."
This functionality mirrors a similar approach launched by Google in its AI Mode last year, which uses generated images of outfits and decorations to help users locate real-world lookalike products. As artificial intelligence becomes increasingly integrated into the retail experience, other online platforms are also partnering with tools like Gemini and ChatGPT to enhance discovery.

AI-Generated Style Collages

In addition to the descriptive search tool, Amazon is introducing a separate "shop by style" feature. Unlike the search bar tool, which creates images of items that cannot be bought directly, this feature generates AI-powered collages that display actual products.
For instance, if a user searches for denim shorts, the app will present a carousel of suggested outfits incorporating those shorts. Because the clothing featured in these collages consists of real products, customers are able to purchase the items displayed. These new AI-driven features are currently rolling out to the Amazon app on both Android and iOS platforms.