Amazon Search Will Now Generate AI Images of Products It Thinks You Want

Amazon is integrating AI-generated images into its search engine, and the result is quite head-scratching. If you’re in the US, the Amazon mobile app will now display in its search results images of products that resemble what you’re looking for… but don’t actually exist.

“Now, as customers search for products using descriptive language—like color, texture, or pattern—AI-generated images instantly take shape in the suggestions below the search bar, shifting and refining with each word added. Customers can tap the generated image that best aligns with their vision and shop for visually similar products,” Amazon explained in the announcement.

The company said that the feature currently only works when searching for products in its apparel and home categories, adding that it “works best where visual details matter most.” I’m not exactly sure how showing fake products to potential customers can really drive sales, however.

Amazon detailed today other AI-powered search features, including curated “Shop by style” collections. For example, when searching for specific outfit styles, Amazon may surface shoppable collages of products meant to be worn together.

The Amazon Lens camera search feature now lets users add text to images they upload to get more refined results. It’s also now available as a lock screen widget on iOS, along with the existing Search and Orders widgets.

Lastly, the new Lens Live feature, which provides real-time product matches when users scan products with their phone camera, now integrates the new Alexa for Shopping assistant. It can answer questions about identified products and summarize their product pages. For other products the camera can’t immediately identify, Alexa can suggest users some search terms to try.