Amazon has integrated an AI image generator into its Amazon Shopping app that creates images of products based on customers' natural-language descriptions (Retail Dive - Technology). The tool generates images based on criteria such as pattern, color, and texture, and refines them with each new word the user adds (Retail Dive - Technology). Customers can then select the image that best fits what they're looking for and shop similar products (Retail Dive - Technology). For now, shoppers can use it to search for apparel and home goods, but the company plans to expand across more product categories (Retail Dive - Technology).
This move addresses a core commerce challenge: translating vague customer intent into precise results. By allowing shoppers to iteratively refine visual search through AI-generated options, Amazon reduces the ambiguity that derails discovery. The feature complements Amazon's existing visual search suite, including its Visual Suggestions tool and Lens Live feature, all designed to narrow overly broad queries and accelerate the path to purchase (Retail Dive - Technology).
Amazon also debuted a "Shop by Style" tool alongside the image generator, which creates AI-generated shoppable collages sorted into lifestyle categories like "soft elegance" or "urban luxe" (Retail Dive - Technology). These moves are part of a broader push to embed AI throughout the shopping journey, from search and discovery to product summaries and conversational shopping assistants.