That all changed Wednesday when the Seattle-based online retail giant unveiled the Echo Look . What is the Look? Superficially, it's a $200 cloud-connected camera that ties in with Amazon's voice assistant Alexa. However, the Look's unique features suggest that the tool could be even more problematic than your standard poorly secured wireless webcam . That's because the Look is designed to be much more than a selfie-taking Echo . "See yourself from every angle with the companion app," explains Amazon's ad copy. "Get a second opinion on which outfit looks best with Style Check, a new service that combines machine learning algorithms with advice from fashion specialists." That's right, Amazon wants to judge your outfit (and sell you a new one in the process). Importantly, this analysis isn't just a public service meant to assist the chronically mismatched. Rather, the Look is intended to "[help] you discover new brands and styles inspired by your lookbook." In this case, the lookbook is a digital collection of "what you wore and when." With Style Check, Amazon is essentially angling to replace your bedroom mirror while selling you a new fleece. Importantly, when you take a photo with the Look, you're potentially giving the tech giant a lot more data than just the type of chinos you sport. The pictures can reveal socioeconomic status, whether you're married, religious affiliation (hello cross above your bed), and potentially a lot more. With this data, Amazon won't be able to just sell you clothes or judge you. It could analyze if you're depressed or pregnant and much else.
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