1. A computer-implemented method for augmenting an image or a stream of images of an object captured and displayed in substantially real time with associated content, comprising: under the control of one or more computer systems configured with executable instructions, capturing at least one image in a stream of images of an object using an image capturing element of an electronic device operated by a user; displaying the captured at least one image on a display element of the electronic device; determining one or more features defining the object, the one or more features being derived from the at least one image of the object; matching the determined one or more features defining the object to features defining a plurality of items stored in an item repository; when a match is found, retrieving content associated with the matched item from the item repository, the content including content elements selectable by the user; and displaying, in substantially real time, the retrieved content in an overlay element on the display element of the electronic device such that the overlay element augments the image displayed on the display element of the electronic device, wherein the user is able to interact with the retrieved content displayed in the overlay element by accessing the content elements selectable by the user.