Amazon Echo Look partners with Condé Nast for fashion content
Starting this month, Amazon Echo Look will roll out fashion and shopping recommendations from Vogue and GQ onto its companion app. The content partnership with Condé Nast will be the first of its kind for the device.
Echo Look is the newest addition in Amazon’s line-up of Alexa devices and the only one with a hands-free camera. It is optimized to capture full-length photos, catalogue users' looks in a “Look Book” and suggest AI-powered fashion recommendations. It also has a shopping feature that throws up relevant items available on Amazon.
From February 19, according to an original report by Digiday, these capabilities will be enhanced with articles and advice from fashion bibles GQ and Vogue, featured on the accompanying mobile app. When someone taps on an article, they’ll be redirected to the publication’s website and be able to shop any of the brands or styles mentioned via links featured in the story.
According to Digiday, if Echo Look owners purchase an item, the publisher will receive a percentage of the sale. Amazon is not otherwise paying Condé Nast for content.
The Echo Look currently has the most limited appeal among all the Alexa-powered devices in the market and is available only by requesting an invitation — it’s unclear how many devices have been sold this way.
The company has however been adding to its capabilities. In December, it added connectivity to Amazon Spark, a social feed of user-posted images, so users could crowdsource votes and advice on their outfits.
If the soon-to-launch test runs with GQ and Vogue are successful, it could provide Amazon with greater understanding of how recommendations on virtual assistants can be used to drive direct sales. For Condé Nast, it could mean a whole new content distribution model.
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