Google Lens will now help you decide what to buy in-store

Google is introducing a new feature to Google Lens that aims to give users more information about products when they’re shopping in physical stores. Starting today for Android and iOS users in the US, using the Google app to snap a picture of an item on store shelves will bring up detailed information about the product, customer reviews, stock and price comparisons for online and nearby retailers, and similar products that are available in the same store.

Google says the feature was developed thanks to “major advancements in our AI image recognition technology,” and requires users to share their location data with the Google app, as it appears to work out which store the user is in based on proximity. Beauty products, toys, and electrical goods are supported at launch in stores that share their inventory data with Google, such as Macy’s, Target, and Walmart, as well as Amazon.

“Seventy two percent of Americans say they use their smartphone while shopping in-store, and more than half say they’ve left a store empty-handed because they didn’t feel confident enough to buy,” Lilian Rincon, Google’s VP of Consumer Shopping Product says in the announcement. “This new feature can give shoppers the information and confidence they need to make a decision on the spot.”

This announcement comes after Google introduced a similar feature that allows users to search for items and check stock availability directly within Maps. The search giant is also expanding its deferred payment options in Google Pay, with Afterpay now available and Klarna “coming soon.”