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Superfish, a visual search startup focused on e-commerce and product searches, has raised $10 million in its fourth round of funding.

Unlike visual search startup Leap2, Superfish doesn’t want to go head to head with Google and Bing for general search results. Instead, it focuses on specialized results inside apps. The company claims its search engine can analyze images and provide real-time results without the need for text or human input. (Notably, Google offers this in a way with its own image search.)

The company can help businesses in the shopping space connect better with consumers in an increasingly photo-based web, says Adi Pinhas, cofounder and CEO of Superfish.

“Our investors recognized very early that our visual search technology has the potential to change the way people discover and engage with images online, and how tightly what we are working on is aligned with the future of image discovery and sharing,” Pinhas told us via email. “We have built a healthy revenue stream by solving visual search for shopping, and the next step is to evolve beyond e-commerce and apply this search technology towards consumer applications.”

Vintage Investment Partners led the new funding, with participation of prior investors Draper Fisher Jurvetson (DFJ) and Tamir Fishman. Superfish last raised $4 million back in Nov. 2010. Including the new round, Superfish has raised $19.3 million to date.

Palo Alto, Calif.-based Superfish was founded in 2006.

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