amazon look with smartphone app in hand

Amazon Makes Fashion Focused Echo Look Available to All U.S. Customers

Amazon releases Echo Look to all U.S. Customers. The device, which broke cover last year, was originally only available to select Amazon Prime customers as it worked to improve the technology and features.

READ MORE: Amazon Introduces Echo Look to Select Prime Members

In a statement, the company says that “Alexa helps you look your best with Echo Look, a first-of-its-kind Echo device with a hands-free depth-sensing camera, built-in LED lighting, and computer vision-based background blur to make your outfits pop.”

Customers just simply say, “Alexa, take a photo” or “Alexa, take a video” to get a share-worthy shot of their look. No Smartphone camera or mirror is required.

Alexa on Echo Look acts as a style assistant that gives users personalized recommendations, helps keep closets organized, and provides fashion inspiration.

Echo Look has features such as Style Check, Collections, and suggestions for new pieces to complement the user’s existing wardrobe.

“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.”

Linda Ranz, Director of Echo Product Management at Amazon

Since the initial release, invited customers used Echo Look and provided feedback to Amazon, which in turn led to the launch of many new features for the device.

Style Check

One of the most popular features on Echo Look, gives users a second opinion on which of two outfits looks best look on them.

Users simply submit two photos and, in about a minute, Style Check will return a recommendation based on fit, color, styling, and current trends, plus an explanation of why one is better.

One of the newest features on Echo Look will suggest items that pair well with clothes the customer already owns to help you get more out of the user’s closet. Naturally, recommended items are all shoppable on

Daily Look

Echo Look also makes it easier to keep closets organized. The device can keep track of the user’s styles as each photo or short video a user takes of an outfit is automatically added to a lookbook that customers can browse for inspiration and tag with descriptions.

Users can also filter looks by color to easily find a specific piece or decide whether they need yet another black top.


The Collections feature helps organize closets by category for easy searching. The Echo Look app will automatically organize Daily Looks into groups, including Favorites, Seasons, and Weather.

Users can then create their own personalized collections like outfits for a vacation, business trip, items to donate, and more.

When away from home, customers can use the Echo Look app to keep capturing outfit photos so they’ll never forget what they wore, or where they wore it.

The photos will appear in the Looks tab in the app, where they’ll be available to browse, edit, share and submit to Style Check.

Fashion Conscious

And since fashion is all about getting inspired by the next trend, customers can get tips from Amazon, Vogue, and GQ right in the Echo Look app.

Or they can tap into Community Voting to submit outfit polls to the Amazon Spark community for additional input and feedback from other customers who love fashion.

Ask specific questions like, “Which is better for a summer wedding?” or “Is this appropriate for a job interview?” and see the votes in real time.

READ MORE: Amazon Launches Spark – Social Shopping Coming to America!

Echo Look made its debut at New York Fashion Week: The Shows in February, where Amazon partnered with Prabal Gurung.

Amazon used the device to photograph the backstage action to design a digital lookbook inspired by the designer’s Fall 2018 collection.

In another collaboration, customers have also seen content from Vogue and GQ appear on the home screen of their apps offering links to fashion tips and trends on and

Additionally, designer and stylist Rachel Zoe collaborated with Amazon to promote Echo Look in a recent episode of Real Life with Rachel Zoe, using Alexa as her style assistant in sessions with influencers Sheryl Luke, Natalie Lim Suarez, and Brittany Xavier.

“Alexa is my new styling assistant. I wish I had Echo Look early on in my career as a stylist. For anyone who needs a little help deciding what to wear, Style Check is a total game changer.”

Rachel Zoe, CEO of Rachel Zoe, Inc.

Full Alexa Included

Echo Look includes most standard features found with other Alexa powered Amazon Echo products such as Timers, alerts, weather, news, skills, etc.

Customers can also “share” Echo Look with one other person while keeping their lookbooks separate.

Household Profiles allows users to register up to two accounts to Echo Look and switch just by asking or using Speaker ID. Alexa can recognize a speaker’s voice and switch accounts automatically when enabled.

Images, Video, Voice – AI Powered Fashion and Shopping

With Amazon Look, the company continues to tie customers to its online shopping catalog.

Already, Amazon is one of the favorite destinations for clothing shopping and the online retailer and marketplace released other fashion services such as Prime Wardrobe.

READ MORE: Amazon Rolls Out Prime Wardrobe – Try Before You Buy

At one point, many doubted that online retailers could ever become successful selling clothing online.

But Amazon shattered that believe as it leads the eCommerce segment over other established fashion retailers by a wide margin. And the company continues to add more famous brands and in-house brands to its fashion catalog.

READ MORE: Amazon Most Popular Among Millennials For Clothing

The Look device may also become the first in a line of more such devices that can help reduce the return problem fashion inherently creates.

At least it is now possible for customers to get a better feel for style and color with clothes in their closet.

It may not be able to solve the size and fit issue (yet), but subsequent technology improvements could offer steps in that direction.

In theory, Amazon could digitally measure up a person using a 3D-Laser Scanning technology on a next-gen Echo Look. It then could use product specifications to identify items and sizes that best fit the user’s measurements.

To further refine fitment suggestions, Amazon could use returns data (ie. item too small, item too big) to include in its algorithm as it compares returns of same or like items between users with same or similar body measurements.

The hardware technology to power such a next-gen device already exists, but may require further development to reduce the price point of accurate but consumer affordable 3D scanning.

Amazon Spark May Come to Age with Echo Look

Last year when Amazon released Amazon Spark, an Instagram like social media platform integrated into its mobile apps, it created a little buzz, but enthusiasm appeared to fade.

Actually, Instagram may have stolen the show with more eCommerce integrations and features that appear to transform the visual social media platform into a “marketplace.”

READ MORE: Instagram Becoming an eCommerce Marketplace and Competitor to PayPal?

Even today, there is a report by the Wall Street Journal that Instagram may upgrade its video feature to allow users to post videos lasting up to 60 minutes. The current limit is 60 seconds.

But Echo Look may bring life back to Amazon Spark. Some of the integrations Amazon mentions with the device are directly tied into it Spark.

If Echo Look takes off and builds a community of active fashion-conscious consumers, third-party fashion marketplace sellers and brand owners can now use Spark to answer fashion questions and drive business to their items in the Amazon catalog.

This is a new level of direct seller/shopper engagement integrated into a trusted shopping platform that clever digital marketers could use to stand out from the crowd and raise sales.

Certainly, many shoppers will rely on the AI that powers the device, which means sellers need to make sure their products on Amazon include every specification possible.

Amazon’s Echo Look may appear to be a gadget, but combined with Amazon’s Spark it could become a game changer for fashion on Amazon. And one cannot overlook the power of the Amazon marketplace in eCommerce fashion sales.

What do you think about what Amazon is offering with Echo Look? Head over to our Facebook Discussion Group or use the comments section below.

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