Amazon will display AI-generated product images in its shopping app to help users refine searches

Amazon announced it will show AI-generated images of products within its shopping app based on users' search queries, displayed below autocomplete suggestions.

When a user searches for an item (e.g., 'blue gingham dress'), they will see multiple AI-generated variations — different sleeve lengths, styles, and other differences — as visual options that can direct them to more relevant search results using Amazon's visual search capabilities.

The feature is part of a series of AI integrations into Amazon's retail site and app, including customer review summaries via AI, audio product descriptions, shoppable collages for fashion styles, Amazon Lens Live for visual product matching, and the recent replacement of the Rufus AI chatbot with Alexa for Shopping.