Customers can take photos of goods and receive links to where they're sold on Amazon.
Amazon has launched a free UK iPhone app that lets you search and buy from its entire online store.
Shoppers can already buy products using Amazon's mobile site, but the new app simplifies the process by introducing one-click ordering.
The app also has a feature called Amazon Remembers which identifies photos you take of items you see in shop windows and adverts and sends you to a link to buy it.
If the app fails to recognise what's in the photo, it then sends the image to a team of people who will search for the best link to the item and email it to you.