How Echo Look could feed Amazon's big data fueled fashion ambitions

This week Amazon took the wraps off a new incarnation of its Alexa voice assistant, giving the AI an eye so it can see as well as speak and hear. The Echo Look also contains a depth sensor that's being used, in the first instance, to create a bokeh effect for a hands-free style selfies feature that Amazon is hoping will sell the device to fashion lovers, by making their outfits pop out against the bedroom wallpaper, and making them more eager to socially share. The Echo Look app is where users can view the style selfies (and videos) they've asked Alexa to record for them (she indefinitely stores a copy for Amazon too). But the flagship feature of the app is a fashion feedback service, called Style Check, which Amazon says will utilize machine learning to rate fashion choices and help users choose between outfit pairs. And ultimately, presumably, give their entire wardrobe a score.