E-commerce giant Amazon has unveiled a new AI-powered feature which helps consumers find clothing on its website based on a photograph or screenshot. 

Announced at the firm’s re:MARS 2019 conference in Las Vegas, Nevada, StyleSnap works by offering shoppers recommendations for similar items on Amazon that match the look in the photo.

To use the in-app feature, consumers must click the camera icon in the upper right-hand corner of the Amazon App, and select the ‘StyleSnap’ option before uploading a photograph or screenshot of the desired item fashion look. StyleSnap will then present the user with recommendations for similar items on Amazon that match the look in the photo.

When providing recommendations, StyleSnap considers a variety of factors such as brand, price range, and customer reviews, Amazon said in a blog post.

The tool uses computer vision and deep learning to identify apparel items in a photo, regardless of setting, the company added.

Meanwhile, deep learning technology also helps classify the apparel items in the image into categories like ‘fit-and-flair dresses’ or ‘flannel shirts’.

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Amazon has made no secret of its desire to dominate in the apparel space and over the last few years has been building up its private-label clothing lines, as well as taking on a raft of brands such as Nike, Under Armour, Hanes, and Gildan Activewear.

The internet giant launched its first athleisure private brand, Aurique, in September of last year, adding to its portfolio of private brands which includes Truth & Fable, an occasionwear brand for women, Find, a street style inspired brand for men and women, Iris & Lilly, a contemporary lingerie label for women and Meraki, a premium basics brand offering menswear and womenswear.

Earlier this year, Amazon overtook Walmart as America’s most-shopped retailer for apparel, according to an annual US survey by Coresight Reseach.