Customers to Shop by Image on Web Site

Paris Hilton arrives at a party held by Sony Computer Entertainment America to celebrate the new Playstation 3 game console in Beverly Hills, Calif., Wednesday Nov. 8, 2006. The Playstation 3 game console will be released in U.S. on Friday Nov.17. (AP Photo/Kevork Djansezian) (Kevork Djansezian - AP)

SAN MATEO, Calif. -- So you want those sleek pair of black boots worn by supermodel Tyra Banks or the bling bling sported by Paris Hilton? This holiday season, customers can get their chance with a new Web site called Like.com that bills itself as the first visual search engine, allowing consumers to search for items by appearance instead of just text and then purchase similar versions _ at all price points _ from 200 merchants' Web sites.

The site, operated by San Mateo, Calif.-based Riya, an expert in visual computing, allows customers to click on images of celebrities wearing accessories or on pictures of handbags, jewelry, shoes and watches. In a few weeks, the site will add clothing, according to Riya's CEO and co-founder Munjal Shah. Eventually, customers will be able to download their own images onto the site.

Shah said that the site features about two million different products from such merchants as zappos.com and landsend.com, and the company is adding 30,000 different products a day.

Like.com uses face recognition technology; it looks inside a photo and creates a digital signature that describes the photo's content and enables a more accurate search for similar looking items.