Amazon rolls out a new visual‑search tier to its shopping app, letting users type color, texture or pattern cues and see AI‑generated images appear beneath the bar. Each added word rewrites the picture, promising a more precise match. The move follows earlier AI tricks like “Help me decide,” which spotlights real catalog items.

The feature hinges on natural‑language input; as shoppers type, the AI refines the visual output in real time. Amazon claims the system will surface accurate representations of products that users may not know the name of, helping them locate items that exist but are hard to describe. Critics worry the images are fabricated, not authentic product shots.

Amazon also bundles the visual search with “Shop by style,” an AI‑curated collage that groups broad queries like “women’s silk shirt” into business or party themes. The company’s Lens Live and circle‑to‑search tools let shoppers capture real products with their phone and retrieve them instantly, mirroring Google’s approach.

The rollout raises questions about authenticity and user trust. If the AI creates images that do not exist, shoppers may be misled, undermining confidence in Amazon’s product catalog. Until the system can guarantee that every visual reflects a real, purchasable item, the feature risks eroding the platform’s reputation for reliable product discovery.