Amazon Debuts Fashion-Focused Echo

This week, Amazon.com announced a new device called Echo Look, a “style assistant” camera that helps catalog your outfits and rates your look based on “machine learning algorithms with advice from fashion specialists.” Users can prompt the Echo to take full-length photos or short videos of outfits so they can see themselves from angles seldom seen in regular mirrors. It will also work with a companion app that has a Style Check feature to compare two outfits and rate which is better — the feature gives you a percentage rating of outfits based on a mix of algorithm and stylist opinions, while Outfit Compare on the Amazon app picks which outfit of the two it likes better.

Total Retail’s Take: Amazon is bringing the magic mirror into consumers’ homes. Amazon has been trying to expand into the apparel category, and this device and accompanying apps sound very useful for fashion-savvy consumers. The Echo Look will also be helpful to consumers who don’t want to work with stylists in-store. The Echo Look becomes the user’s own personal stylist, rating outfits and picking out the one that looks best. This is an interesting product, and I imagine Amazon expanding its capabilities in the future.