Amazon rolls out AI-generated imagery in mobile search to aid product discovery
The new feature displays synthetic images of items users cannot purchase, serving as a visual bridge to help shoppers find similar, real-world products when they lack specific terminology.
Amazon has updated its mobile application search bar to display AI-generated images of clothing and home goods as users type their queries. The functionality, now available on Android and iOS devices, allows shoppers to tap on a generated visual that best matches their description to search for similar, purchasable items. The retailer positions the tool as a solution for consumers who struggle to recall specific product terminology, such as using "shirt with a draped collar" instead of "cowl neck."
The feature is currently limited to clothing and home goods categories. Amazon clarified that the AI-generated images themselves are not for sale; rather, they serve as a visual aid to help users navigate to real, similar products in its inventory. This distinction addresses potential confusion, as the synthetic visuals represent items that do not exist as purchasable stock. The move leverages Amazon’s existing visual search infrastructure to bridge the gap between user intent and available inventory.
This development mirrors similar functionality launched by Google in its AI Mode last year. Google’s feature generates images of fake outfits and decorations to help users find real-life lookalike products, reflecting a broader trend of online retailers integrating with generative AI tools like Gemini and ChatGPT to embed artificial intelligence deeper into the shopping experience.
While the new search bar feature uses AI to create non-existent items to aid discovery, Amazon maintains a different approach for its separate "shop by style" feature. That tool displays AI-generated collages containing real, purchasable clothing items. For example, a search for denim shorts might yield a carousel of suggested outfits where the clothing items are real and available for purchase, distinct from the synthetic imagery used in the main search bar.
External commentary on the use of synthetic imagery in search has been mixed. Some industry observers have characterised the approach as potentially misleading, noting that users may initially expect the AI-generated images themselves to be purchasable. However, Amazon maintains that the feature is designed to assist with complex or vague search queries where precise terminology is lacking, such as identifying "rattan" furniture or specific shirt styles.
The rollout marks the latest step in Amazon’s integration of artificial intelligence into its core shopping interface. By allowing users to visualise concepts they cannot easily describe, the company aims to reduce friction in the discovery process. The feature is available immediately on the Amazon app for both Android and iOS users, with no specific geographic restrictions currently announced.
