Amazon has just rolled out a game-changing feature in its Photos app that merges AI with online shopping. The new tool allows users to shop for products directly from their photo gallery—turning everyday images into instant shopping opportunities.

What’s New?

The update, announced by Panos Panay, Amazon’s Senior Vice President of Devices and Services, enables users to search their photo libraries and find similar products available for purchase on Amazon.

“Awesome update to Amazon Photos – you can now search your photo library to find similar products on Amazon,” Panay shared in a recent post on X (formerly Twitter). “Spot something you loved at a friend’s house or a toy your kid was obsessed with? Just search your photos and we’ll surface relevant items for you.”

With this new functionality, the app can analyze photos, identify products within them, and provide direct links to purchase similar items on Amazon.

How It Works

Here’s a step-by-step look at how this AI-powered shopping feature functions:

1. Open the Amazon Photos app and select an image that contains a product you’re curious about.
2. Tap the Lens icon displayed within the app’s interface.
3. The AI scans the image to recognize any identifiable items.
4. Within seconds, the app generates a list of similar products available on Amazon.
5. Tap on any product to visit its page on the Amazon app or website, compare prices, and make a purchase if you choose.

This feature simplifies the shopping experience by eliminating the need to manually describe or search for products. Whether it’s a trendy lamp you saw at a friend’s house or a unique gadget in an old vacation photo, you can now find and buy similar items directly through Amazon Photos.

A Strategic Move by Amazon

This update is just one part of Amazon’s ongoing efforts to enhance customer experience and increase engagement with its platform.

In a related initiative, Amazon is also testing a program called *Native Commerce Advertising (NCA). Unlike its existing **Amazon Associates program, which pays publishers based on sales, the NCA model compensates media outlets for *driving traffic to Amazon, even if no purchase is made.

Here’s a quick breakdown of the NCA program:

• Media outlets like *CNN, Vox Media, and *Future are among the early adopters.
• Publishers are paid based on *clicks, with reported rates between *$0.20 and $0.60 per click**.
• The program is more complex to integrate than traditional affiliate marketing, but it offers new revenue streams for publishers navigating declining ad revenues.

While the NCA model presents exciting monetization opportunities, it also introduces new challenges. Publishers must strike a balance between editorial integrity and optimizing content for revenue.

Final Thoughts

Amazon’s latest move reflects a broader shift toward seamless, visual-first shopping experiences. With AI continuing to play a central role in consumer technology, tools like this are redefining how—and where—we shop.

By turning your photo gallery into a personalized shopping assistant, Amazon is making impulse buying more intuitive than ever. Whether this enhances the shopping journey or raises new privacy questions, one thing is clear: the future of e-commerce is getting smarter—and more visual—by the day.