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Amazon launches image-based online shopping technology in South Africa
By our African Marketing Confederation News Team | 2026
AI-powered visual shopping tool uses computer vision and machine learning to identify products, based on an image supplied by the customer
Amazon has launched an image-based shopping feature for its e-commerce customers in South Africa. It enables online shoppers to find products using photos, screenshots or barcodes, rather than having to type in product descriptions.
Photo: Amazon
Amazon Lens uses computer vision and machine learning to identify products, or visually similar items, based on an image supplied by the customer. The feature is already being used by Amazon customers in various international markets.
“This AI-powered visual shopping tool transforms how customers shop – simply snap a photo, circle what catches your eye, scan a barcode, or use your camera in real-time to find products instantly. No need to struggle with descriptions or product terminology,” explains Robert Koen, Managing Director for sub-Saharan Africa at Amazon, in a LinkedIn post.
“What excites me most is how this technology solves everyday problems for our customers. Whether you’re watching TV and spot something interesting, browsing a magazine, or out shopping and want to compare prices – Amazon Lens makes it effortless. It’s practical AI that genuinely makes shopping more intuitive, personalised, and friction-free.”
According to Amazon, the launch of Amazon Lens is part of a broader push to use artificial intelligence to simplify online shopping by reducing reliance on precise product names or descriptions. Consumers can download it at no cost.
Amazon officially launched its much-delayed SA-based online shopping service in May 2024. It is taking on established local e-commerce players, most notably Takealot.
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