Amazon’s search feature will generate AI-created products that aren’t available for purchase.

Amazon has rolled out an updated search bar that now displays AI-generated images of products based on your descriptions. Currently, this feature focuses on clothing and home goods, allowing you to select the image that best fits your needs and explore similar items.

In a recent announcement, Amazon highlighted this tool as a way to assist users who may struggle to recall specific textures or styles. For instance, if you’re trying to find a “shirt with a draped collar” but can’t remember the term “cowl neck,” this feature could be quite useful. However, it may not offer much advantage for straightforward searches, like looking for a “blue t-shirt.”

Google introduced a comparable feature in AI Mode last year, which creates images of fictional outfits and decor to help users locate real-life alternatives. Meanwhile, various online retailers are collaborating with AI technologies like Gemini and ChatGPT to enhance the shopping experience.

It’s worth noting that Amazon’s AI capabilities don’t extend to generating fake products for its “shop by style” feature. Instead, this tool presents AI-generated collages featuring the clothing item you’re interested in. For example, if you search for denim shorts, you’ll see a carousel of suggested outfits that include those shorts. While the outfits are created by AI, the clothing items shown are real and available for purchase. These features are set to launch in Amazon’s app for both Android and iOS.