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Amazon has officially launched its new fashion-focused Echo speaker to all consumers in the U.S.

The internet giant first debuted the Echo Look smart speaker way back in April of last year, though it has been available on an invite-only basis until now.

In a nutshell, the Echo Look is similar to other Echo speakers in many regards — you can integrate it into your broader smart home, search the internet, get weather forecasts, and ask it to play your favorite music. But the Echo Look packs a camera, too, meaning Amazon’s AI smarts have a direct window into your life.

Above: Echo Look

This means you can not only ask Alexa to take a photo or video of what it sees, you can also garner its opinion of your attire using the built-in “style check” feature that meshes computer vision with experts’ opinions to give you feedback. So if you can’t decide between two outfits, you can submit a photo of each — Alexa will recommend what’s best based on current fashion trends, color, fit, and more, and will share its decision-making process.


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Additionally, users can elect to receive pairing suggestions — through the Echo Look app, they’ll receive one daily suggestion for a top that fits well with the bottoms in a photo, and similarly for bottoms that complement the top. Crucially, all the recommended clothes can be bought through Amazon.com, meaning this holds great marketing potential for Amazon and its customers that sell clothes through the platform.

For fashionistas that don’t want opinions and recommendations, they can simply keep tabs on their various looks and styles with the “daily look” feature lets them add a photo or video of what they’re wearing each day to a “lookbook,” which they can peruse at a later date. The Echo Look automatically organizes clothes into groups, such as “seasons” and “weather,” as well as filtering by color.

“Like a trustworthy best friend, Alexa helps you nail your look every time — with Echo Look, she 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, keep your closet organized, and much more,” said Amazon’s director of Echo product management, Linda Ranz, in a press release.

The Echo Look is available to buy in the U.S. now for $200.

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