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Echo Look

Amazon's camera-enabled Echo device for AI-powered outfit advice — and the first Echo device ever bricked.

amazonreact nativeiosandroidswiftalexafashion

Echo Look was a $199 Amazon device with a built-in depth-sensing camera and LED lighting, purpose-built for fashion. Ask Alexa to take a photo, and the app would capture your outfit against a blurred background. The flagship feature — Style Check — used a combination of machine learning and human fashion specialists to score two outfits head-to-head, taking into account fit, color, styling, and current trends.

I served as React Native Architect on the Echo Look companion app and lead developer of Community Style Check, its crowdvoting cross-app feature. I was part of the product's entire lifecycle: from early development through general release, operations, and ultimately its end-of-life — Echo Look became the first Echo device Amazon ever bricked.

Echo Look App

The Echo Look companion app was a native iOS and Android app featuring a home feed and social feed built in React Native.

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Images via Business Insider / Amazon

Community Style Check

Community Style Check was a crowdvoting fashion poll that connected Echo Look with Amazon Spark (Amazon's social shopping feed). It was the first cross-app feature ever shipped between Echo Look and Amazon Shopping.

The flow: a user captures an outfit on Echo Look, shares it as a poll to Spark, and the Shopping app community votes on which look is better — bringing crowdsourced style advice to scale.

End of Life

Amazon shut down Echo Look in July 2019, making it the first Echo device to be discontinued and remotely disabled. It was a product that pushed into genuinely novel territory — combining a dedicated camera device, machine learning, human stylists, and a social layer — and getting to see it through from zero to shutdown was a formative experience in understanding the full arc of a hardware product.

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