How Amazon Is Breaking Into Fashion With Machine Learning

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Amazon.com Inc. (NASDAQ: AMZN) saw its shares rise marginally on Wednesday after the company announced a new product in its Echo line. The e-commerce giant is expanding its virtual assistant to help users manage their closets and image better.

Ultimately, Alexa will help users look their best with the Echo Look. Alexa on Echo Look is a style assistant that gives personalized recommendations, helps keep users’ closets organized and provides fashion inspiration.

Echo Look offers features like Style Check, Collections and suggestions of new pieces to complement users’ existing wardrobe.

What’s cool about this is that Echo Look uses a combination of machine learning algorithms and advice from fashion specialists to provide personalized recommendations. Style Check, one of the most popular features on Echo Look, gives a second opinion on which of two outfits looks best on users, Style Check will return a recommendation based on fit, color, styling and current trends, plus an explanation of why one is better.

Linda Ranz, director of Echo Product Management at Amazon, commented:

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. Over the last year we invited customers to use Echo Look and give us feedback, which led to the launch of many new features—we’re now excited to make the device available to all customers, with even more fashionable features and functionality to come that will help customers look their best every day.

Shares of Amazon were last seen up about 4% at $1,703.00, with a consensus analyst price target of $1,834.52 and a 52-week trading range of $927.00 to $1,714.50.