Amazon uses AI to recommend fashion products with StyleSnap

Amazon’s app has introduced a new feature, known as StyleSnap, which allows users to upload images of fashion products to receive recommendations of similar items thanks to artificial intelligence technology.

StyleSnap not only considers the type of products featured in the images, but also other aspects such as brand, price range and customer reviews, Amazon explained during its MARS event in Las Vegas, United States.

The new feature is activated by clicking the camera icon in the upper right hand corner of the Amazon app. Users then can upload a photograph or a screenshot of a fashion look they like.

Amazon uses computer vision and deep learning to identify the products featured in a photo, regardless of setting. Items are also classified into specific categories, such as ‘flannel shirts’.

Amazon’s artificial intelligence has been fed with thousands of images of fashion products to avoid confusion between similar products. The system works in several layers, starting with colours and patterns, while other layers are designed to identify more complex concepts.

StyleSnap is geared at making it easier for consumers to find products, as well as helping “fashion influencers expand their communities”. Additionally, influencers can receive commissions for purchases they inspire, Amazon said.