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Amazon just announced the Echo Look, a new camera and style assistant

Amazon just announced the Echo Look, a new camera and style assistant

The $199.99 Echo Look, now available by invitation only, will let users take full-length photos and videos hands-free. If Amazon is looking at a picture of your outfit, chances are good it is making note of exactly what you are wearing, not just to help you look sharp or share photos with friends, but to sell you stuff too. But an Amazon spokeswoman told Business Insider that Style Check incorporates machine learning, whereas Outfit Compare now relies on the opinion of a human fashion specialist. It's being offered first to Amazon Prime members for $199.99.

Amazon today announced the expansion of its popular Echo line with the $200 Amazon Echo Look, a device that packs in all of the typical Echo functionalities and adds on a hands-free camera with built-in LED lighting that can give users an edge on their wardrobe choices.

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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". Otherwise, Echo Look functions like any other Echo device. Over time, the app will learn your style and make recommendations based on your daily look. It can even rate your daily look based on advice from fashion specialists coupled with intelligence machine learning algorithms.

Like other Echo devices, the Echo Look is voice-activated, powered by the Alexa digital assistant, and it does everything the current Alexa can do, including controlling other smart home devices and answering questions about the weather, news, and your schedule. It will also work with a companion app that has a Style Check feature to compare two outfits and rate which is better. Since it also performs as a traditional Echo, it may be attractive to those who aren't that into fashion.

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The product is only available by invitation only at this stage, so you can't buy one quite yet. Do this often and you can build a look book to track your fashion over time.

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