ASOS offers a visual search feature called Style Match in its mobile app that lets shoppers upload or photograph any clothing item and find visually similar products in the ASOS catalog. The feature launched globally in March 2018.

Style Match uses computer vision and machine learning to analyze an uploaded image and match its visual attributes — such as color, pattern, and shape — against ASOS's product catalog. Shoppers access the feature via a camera icon in the app's search bar. The tool was initially launched in the UK in August 2017 and rolled out globally to all iOS and Android users in March 2018. ASOS noted at launch that 80% of its web traffic came from mobile devices, which informed the mobile-first design of this feature.