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Amazon steps up fashion push with AI styling device

Amazon is upping its attack on the fashion market with the launch of the new Alexa Echo Look, a styling device that can help users decide what to wear.

The device has initially launched in the US priced at $199 (£154).

It allows shoppers to take full-length photos and short videos using a hands-free camera that is voice-activated and has built-in LED lighting, depth-sensing camera, and computer vision-based background blur.

Users can see themselves from every angle with the companion app and can build a personal lookbook, as well as sharing photos.

The Style Check feature combines machine-learning algorithms with advice from fashion specialists and will suggest new brands and styles inspired by the user’s personal lookbook.

The product is designed to increase Amazon’s market share as it looks to dominate every single aspect of retail, from grocery with Amazon Fresh, to delivery services with its drone programme.

Hugh Fletcher, global head of consultancy and innovation at ecommerce solutions provider Salmon, said retailers should pay close attention to Amazon as it spreads its influence throughout the home.

The product is designed to increase Amazon’s market share as it looks to dominate every single aspect of retail from grocery with Amazon Fresh to delivery services with its drone delivery,” he said.

He explained that the more customers use the feature, the better the experience will be as the machine learning technology will learn and progressively provide more accurate information.

“And of course it doesn’t take too much imagination to realise that this in turn will enable Amazon to promote products sold through its platform, and even its own clothing ranges – thereby locking customers in to a relationship with Amazon,” he added.

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