People already use their mobile devices for comparative shopping when paying visits to brick-and-mortar retailers – but it’s about to get a lot worse. Amazon has integrated shopping-by-camera functionality into its main iOS application, which is even easier than the previous barcode scanning feature it used to let shoppers compare prices. The image recognition feature isn’t new: Amazon previously released a standalone app called “Flow” run by its subsidiary A9 (the search and advertising wing of the e-commerce giant), and the new feature within the main app is called “Flow,” too. The standalone app was launched a little over two years ago, so Amazon clearly wanted to make sure the image recognition tech was fully baked before introducing it to the wider user pool of its main iOS application.