Flow uses both barcode and image recognition to continuously recognize tens of millions of products in a live camera view, with seamless transition between product packaging and barcodes. Users point to an item and Flow overlays pricing, availability, reviews, media content and other information directly over the item in view.

Available as a free download from the Apple App Store.

With Flow, customers can identify books, DVDs, CDs, video games, or millions of packaged household items like a box of cereal. Items can be recognized by pointing the iPhone toward the front cover or packaging, or by the UPC barcodes.

Flow uses continuous scan technology developed by A9.com's visual search team to identify products and provide related information found on Amazon.com.

The app then overlays Amazon's popular shopping features such as product details, customer reviews and ratings, as well as sharing via Twitter, Facebook, or email; and immediate purchasing, including shipping with Amazon Prime.