Disclosed are an AF (autofocus) motor structure, a camera device, and an electronic product. The AF motor structure includes a base, a housing, a bracket, a main carrier, and a lens, the bracket is provided with a main coil for driving the main carrier to move, and the main carrier is provided with a magnet corresponding to the main coil; the main carrier is provided with a continuous zoom assembly that drives the lens to move, the continuous zoom assembly includes a sub-carrier movable relative to the main carrier in the sliding direction of the main carrier and a sub-coil disposed on the sub-carrier, the lens is connected to the sub-carrier, and the sub-coil corresponds to the magnet.