Amazon introduced a new feature that displays AI-generated images of products in its shopping app based on users' search queries, starting in June 2026 [1, 2]. These images appear just below autocomplete suggestions to help shoppers find items matching styles or textures they describe in their searches [1, 2].
Currently, the AI-generated images are focused mainly on clothing and home goods categories [2]. When users click on one of these AI-created images, they are directed to search results featuring real products that closely resemble the generated visuals [1, 2].
This feature differs from Amazon's existing AI tools. For example, Amazon already uses AI to summarize customer reviews, create audio product summaries, produce shoppable collages featuring real items, offer visual search via Amazon Lens Live, and provide a Lock Screen iOS widget [1]. The new search bar AI-generated images are entirely synthetic, unlike the "shop by style" collages that include actual purchasable clothing items [2].
Some critics warn that AI-generated images could mislead customers, who might expect the exact products shown in the images, even though they are artificially created [1]. The concern reflects broader industry debates about synthetic content in e-commerce.
Amazon announced the AI-generated product image feature publicly on June 3, 2026 [1]. Earlier that month, it also replaced its Rufus AI chatbot as part of its broader AI product updates [1]. Similar AI image generation capabilities have appeared in the market before, with Google launching its AI Mode in 2025 to generate lookalike outfit and decor images in search [2].
The new AI-generated search images are now live in the Amazon shopping app, providing a fresh way for customers to discover products visually related to their search terms [1, 2].
