Amazon Echo Look to feature Vogue and GQ content

Amazon's AI-driven stylist Echo Look will soon feature content from luxury publishing house Condé Nast's flagship fashion publications US Vogue and GQ to help users decide what to wear.

Echo Look is a camera-equipped version of Amazon's Alexa voice-enabled personal assistant devices. It enables users to take photos of themselves from every angle, along with short videos, and save them to a digital look book. It is used in partnership with the companion app to enable users to see exactly what the camera can see.

Users can then take advantage of the Style Check feature on the app that uses machine learning and advice from fashion experts to rate the best of two outfits with the ratings becoming smarter the more the feature is used. It also offers suggestions on clothing to buy and drives the user to Amazon’s shopping pages.

Amazon's Echo Look camera

From 19 February, the app will also include content from GQ and Vogue on the home screen, including celebrity style and trend features, some of which will be shoppable. If the user clicks on the shoppable content and purchases an item the publisher will get a cut of the sale. Other than that Condé Nast is not being paid to provide its content, which will be updated weekly, and curated by its editorial teams.

The partnership is, at this stage, a trial and the Echo Look device, which was unveiled last year is still in its early stages. It is only available to purchase by invitation and Amazon has not yet published figures on how many have been sold. However it is estimated that in the US, there are 31m active users of Alexa-powered devices including Echo, Echo Dot and Echo Show, with user numbers having doubled in the past seven months.