Amazon Has a New Echo That Tells You If Your Outfit Sucks

Called Echo Look, the firm describes it as a "hands-free camera and style assistant".

The idea, according to an advert featuring a series of 20-something single people getting ready for work, is that you put the Echo Look in your closet, and use it to take photos of your outfit to add to your Instagram/Whatsapp/Snapchat/Facebook Stories. They can get a second opinion using Style Check, a new service which combines machine learning and advice from fashion gurus on how a person looks. Amazon shares are up 47.5% for the past year while the S&P 500 index is up 14.6% for the period. The camera includes LED lighting, and it's created to blur your background, so photos of your outfit obscure the junk piled up in the corner.

"Introducing Echo Look - everything you love about Alexa, and now she can help you look your best", the product page reads.

Amazon claims that the camera only fires up when you say the keywords, "Alexa, take a picture" (hopefully that doesn't also trigger that excellent Filter song) or "Alexa, take a video". The more feedback you provide, the better Style Check gets at determining what outfits work.

The camera, which is available by invitation only in the U.S. costing $200 (£156), stands on a shelf armed with four LEDs for lighting, a depth-sensing system and a microphone array to receive commands just like Amazon's other Alexa-powered Echo and Echo Dot.

On the top of the device is a microphone array and users can ask Alexa to take a photo or video while a speaker on the rear will play your daily news bulletin, weather forecast, music and more. The device's camera can also sense depth and comes with the option to blur the background of any image, allowing you and your #lotd to be the center of attention. You can also use it to keep a logbook of your outfits, or have Amazon's image-recognition AI judge your clothing selections for the day.

  • Arturo Norris