ASOS is streamlining how its mobile shoppers search for merchandise.

The largest online fashion retailer in the U.K. is adding a visual search feature to its iOS-based mobile app. (It will be rolled out to their Android app “soon,” according to TechCrunch).

By clicking on the app’s new camera icon in the search box, customers can either upload a photo saved on their camera roll, or snap a new picture. Algorithms search ASOS’ offering, and present items that are similar to the picture. The retailer features 85,000 searchable products, TechCrunch said.

The feature is available for U.K. users, as well as in some areas of Asia, according to