Amazon launches AI-generated images in product search

Amazon has begun displaying AI-generated images of products within its shopping app based on user search queries, a new feature the company says is designed to help customers who struggle to describe what they want. The feature, which started rolling out to U.S. shoppers on Wednesday, currently works for searches in apparel and home goods categories.

When a user types a descriptive query into the search bar, such as "blue gingham dress" or "shirt with a draped collar," a selection of AI-generated images appears below the autocomplete suggestions. These images, which depict various styles and details, are not photographs of actual products for sale. Instead, tapping on one directs the user to search results for visually similar items, leveraging Amazon's existing visual search technology.

Company officials stated the tool aims to bridge a gap in product discovery for shoppers who may not know specific terminology. Examples provided include helping a customer find a "cowl neck" shirt or "rattan" furniture by showing visual representations of those styles. The images shift and refine as a user adds more descriptive words to their search.

This initiative is part of a broader push by...