AMAZON DEBUTS ECHO LOOK. A ‘STYLE ASSISTANT’ THAT WILL JUDGE YOUR OUTFITS.

E-commerce giant Amazon has announced a new device for the Echo family: the 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.”

The new home assistant answers to commands like “Alexa, take a picture” and “Alexa, take a video” – for the latter, users spin around accordingly to get shot from all side, taking selfies while keeping their hands free. Videos shot can be recorded or viewed in real time – all with the goal of creating instantly sharable content for the user’s social media, while building a personal lookbook of the user’s wardrobe.

The device comes with a built-in LED light, a microphone, and a base mount for you to attach it to the wall or leave it freestanding. It will also work with a companion app that has a Style Check feature to compare two outfits and rate which is better. As an aside, the Amazon iOS app offers a similar feature under the Programs and Features menu, if you don’t want to buy the Echo Look. The Echo version of 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.

Like the original Echo speaker, you can ask Alexa on the Echo Look to read you news, play music, or get traffic estimates. Amazon says it will continue to add Alexa skills for the Echo Look as well.

The Echo Look is available for $199.99 by invitation only. Interested customers can request one on the product page.