Style-focused Amazon Echo Look launches in US

Amazon has launched its first ever style-focused Echo in the US. The Alexa-powered Echo Look can take photos and videos without the use of a smartphone camera or mirror, tapping into Amazon's growing fashion community.



Linda Ranz, director of Echo product management at Amazon said in a statement that Echo Look "can give advice on which of two outfits looks best, offer personalized recommendations on items that pair well with clothes you already own, create your personal lookbook, [and] keep your closet organized."

To do so, the Echo Look relies on Amazon's virtual assistant Alexa and uses a combination of machine learned algorithms and fashion content from Amazon, Vogue and GQ.

Style Check is a feature where users can get a side-by-side analysis of two outfits tohelp them pick the best one. In about a minute the Echo Look will be able to critique fit, color, and styling with reference to current trends, and give an explanation of why one of the two options is better.

Echo Look can also make product recommendations based on items users already have in their closets and can help them organize their clothes by storing looks by favorites, season and weather. Daily looks are saved so users can search by color and additional descriptors.

Echo Look has been designed, in part, to build Amazon's fashion community and users can also tap into this growing network by putting looks up to the vote. For example,  users can ask “Which is better for a summer wedding?” or “Is this appropriate for a job interview?” and see the community's votes in real time.

Echo Look debuted at New York Fashion Week this February in partnership with Prabal Gurung. Reviews included the New York Post calling it a "tabletop Tim Gunn" and Gadget Flow describing it is an "intelligent fashion guide".

The Echo Look is now available for US consumers for $200.

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