The traditional e-commerce model, based on typing phrases into the search bar, is increasingly giving way to visual discovery solutions. Amazon has just announced the implementation of the Amazon Lens tool in Poland, shifting the burden of navigating a product catalogue from text to image. Although this technology has been triumphant in Western markets for years, its local debut signals a wider trend: in the race for the customer’s wallet, the winner is the one who maximises the distance between inspiration and transaction.
New currency in e-commerce: Convenience
Amazon Lens is essentially a set of artificial intelligence-based tools that allow users to search for products using photos, screenshots or barcode scanning. From a business perspective, it is not just a gadget for consumers. It is a strategic response to the problem of ‘missing words’, a situation in which a customer sees a desired item but cannot name it precisely.
The implementation of this function in the Polish market has a specific business purpose. Reducing the search process to just one click of the camera shutter drastically reduces the bounce rate. In a world where millions of customers a month are already using this solution globally, Poland is becoming another testing ground for the Visual Search model.
A strategy of less friction
The technology allows the precise extraction of a specific detail from a wider frame – for example, a specific lamp from a full photo of a living room – opening up new opportunities for interior or fashion brands. Integrating Lens with the Amazon Prime ecosystem creates a consistent sales funnel: visual identification, quick filtering by rating and instant delivery.
For competitors in the Polish market, this is a clear signal that customer service standards are shifting towards hyper-intuitiveness. Amazon is no longer just trying to be the cheapest shop, but the most helpful assistant that understands the user’s visual context. In an age dominated by social media, where shopping often starts with a random photo on Instagram, Lens becomes the missing link between digital inspiration and physical logistics.
The giant’s balanced approach suggests that the future of e-commerce in Poland will belong to those who eliminate the keyboard barrier. The question is no longer whether Poles will buy by image, but how quickly this method will become their first choice.
