EBay Inc (EBAY) - Get Report announced plans Wednesday to launch a visual search tool that will allow shoppers to search for items on the site using photos starting this fall.

The two-part rollout includes Image Search, which lets users snap or upload a picture to find listings on the site that match the item in the photo, and Find It on eBay, which lets users share images from the web and social media on eBay to find related listings.

The new technology will use artificial intelligence and machine learning that eBay already utilizes on its site. Pinterest, Alphabet's (GOOGL) - Get Report Google, Wayfair Inc (W) - Get Report and Amazon.com (AMZN) - Get Report already have image search capabilities.

The more people use image search to scour the site's 1.1 billion items, the better the technology will get at searching using pictures. EBay said it's at an advantage in the image search space because of the size of its catalog and age of service.

EBay stock was up in early Wednesday trading.

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