Google is making it even easier for shoppers to feel confident in-store with a new update to Google Lens. The feature, which rolls out today for Android and iOS users in the U.S., lets you take a photo of a product in-store to instantly pull up detailed information. Whether it’s finding out the price, reading customer reviews, checking stock levels, or comparing prices across nearby retailers, Google Lens has got you covered.

This feature is powered by Google’s advanced AI image recognition technology. It also taps into location data, so the app can identify the store you’re in and show relevant product info from places like Macy’s, Target, Walmart, and even Amazon. At launch, the feature supports a range of categories, including beauty products, toys, and electronics.

This launch comes at a time when shoppers are increasingly relying on their phones while out shopping. According to Google, 72% of Americans use their smartphones in stores, and many leave without buying if they don’t have enough information. The new feature aims to bridge that gap by providing shoppers with immediate access to the info they need to make purchasing decisions.

Google Lens is not just about identifying items you see in the real world; it’s also enhancing how you shop online. With AI-powered recommendations, Lens can suggest related items and even show you better deals. This makes it a handy tool for both physical and digital shopping, and it’s just one of the ways Google is making shopping smarter and more seamless this holiday season.