Amazon is introducing an AI tool to help customers find clothes they want to buy.



The company's mobile app will now feature the new addition - essentially Shazam for fashion - which allows users to take a photo or upload an image to StyleSnap, which in turn will use machine learning to "match the look in the photo" with items for sale through the online retailer.

Amazon's consumer world CEO Jeff Wilke has unveiled the feature at the firm's Re:MARS conference in Las Vegas.

He added: "The simplicity of the customer experience belies the complexity of the technology behind it."

However, the full power of the service hasn't been proven yet, and it's not known how the app will handle trying to identify more niche items and styles, rather than basic items like flannel shirts or pencil skirts.

Still, the company remains ambitious with its plans, and Wilke insisted the idea behind the platform is making shopping easier for their customers.

He added: "We are highly innovative and customer-obsessed, and we will continue to create new experiences for customers to discover the products they want and love.

"We are incredibly excited about StyleSnap and how it enables our customers to shop visually for Fashion on Amazon."