New York-based shopping search engine ShopWiki today introduced a smart feature that allows Internet browsers to narrow their product searches by any color.

Type "baseball cap" into the search engine and select the "colors" button at the right-hand top of the page. Click anywhere on the color wheel to find caps that match your preference.

ShopWiki already offers technology that allows online shoppers to specify both a price range and product features (think designer handbag under $200) and a price-slider that automatically narrows searches by price.

Is Amazon.com watching? The online retail giant has said the bulk of its shoppers come to the site searching for a specific item. The ShopWiki feature brings that specificity to a whole new technology-induced level.