Amazon is expanding its lineup of Echo hardware with a new product today that it calls a “style assistant.” It’s called the Echo Look and it’s a camera that can help you catalog your outfits. It can even rate your daily look based on advice from fashion specialists coupled with intelligence machine learning algorithms.

Think of Echo Look as a smart mirror which features the full power of Alexa. It can take your full-length photos with just a voice command or even short videos that allow you to check out your look from different angles.

The Echo Look has a built-in LED light, a base mount for attaching it to the wall, and a microphone. It works with a companion app that has a Style Check feature which lets you compare two looks and rate which is better.

Users lookbook will be stored and Amazon is going to recommend them outfits that suit their style. Clearly, this is an attempt by Amazon to further its footing in the expanding online fashion market.

Alexa is present on Echo Look and is as capable as she is on other Echo devices so she can play music for you, read the news, and do so much more in response to simple voice commands.

Amazon is currently selling the Echo Look by invitation only. It’s being offered first to Amazon Prime members for $199.99.

Filed in Gadgets. Read more about Alexa, Amazon.

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