Amazon is introducing a new feature in the US that will display AI-generated images to help customers refine their product searches. These images, which began rolling out on Wednesday, June 3, 2026, are not of actual products for sale but serve as visual aids for general terms like "cowl neck" or "rattan." The intention is to assist shoppers who may lack specific terminology, by offering visual examples that, when selected, lead to more tailored search results. This initiative follows Amazon's prior integration of AI, including review summaries and audio descriptions, and represents another step in enhancing the online shopping experience, though some users have expressed skepticism regarding potential confusion with non-existent products.