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Amazon's Echo Look (essentially an Alexa with a camera) has been described as "a very good Instagram Instagram", referring to her ability to take your daily selfie and post it online.
But Amazon's goals for this little camera stretch far beyond just taking a picture. The look of echo will also evaluate your outfit and learn your style. As we seek more and more online approval, should brands fear that Amazon, once again, is positioning itself in the middle?
Is it too tight? Which shoes work best? Is this work appropriate? For most of us, it is the issues that govern, sometimes frenetic, that get ready every morning.
For brands wishing to access open opinions, just look at #OOTD (dress of the day).
The use of this hashtag will flood your stream (regardless of the channel) of a constant flow of images from around the world, which can then be sorted by tastes and comments to see the current trends and predict future trends. So what's the benefit in Amazon that provides the hardware to help you make the perfect selfie and make sure you're about to do it?
Amazon positions the Echo Look as a friendly style assistant to compare two options with a suggestion percentage that is the best.
For the growing number of us living alone, this will no doubt appeal, especially to those who join the millions to post their #OOTD is part of a daily ritual. 19659002] By facilitating this essential need to publish, Amazon will have in turn access, and in turn, insight, to the most elusive and valuable part of the buying cycle, consideration.
Brands followed #OOTD, and the many other forms of digital hashtags, must remember that they only see the angle-shot. This moment when the lighting and the angle are perfect, hides the double chin but burst the cheekbones.
Access to images that do not make the nuance casts much more light on the consideration phase than using insta, Pinterest boards and Facebook posts. If a picture speaks a thousand words, imagine how much your unsent, or deleted pictures have to say about you.
If Amazon will indeed capitalize on the access that this little gadget could give them in the consideration phase, they will have to use the same approach that they took with Alexa. The first step provides the utility with no cost distinct and visible to the consumer.
Alexa is a great example of this. Sitting patiently until summoned and then responding diligently to each of your orders. It's easy to forget that between your request and its (mostly) relevant answer, there is a packet of data sent to the cloud for later analysis. Most people do not seem to care about this cost, concluding that if it improves Alexa's ability to understand and respond, everyone wins.
With a steady increase in the use of #OOTD, etc. Look is the ideal solution for the millions of people who already have this behavior. Amazon has managed to find another reason for us without hesitation, allowing it access to our lives.
By providing increasing utility through its diverse portfolio of hardware, Amazon is doing a great job at convincing us that they are only a manufacturer of useful vocal technique gadgets. They are not. Amazon is the largest online retailer in the world.
As the world's largest online retailer, it's important to remember that its main driver is to sell you products and earn money. The genius of Amazon's current marketing strategy is that, regardless of the device, they do not serve you (currently) with ads or suggestions for things you can buy by chance on Amazon.
The Echo Look takes a slightly different stance and in so doing, perhaps allusions to where Amazon is heading.
The companion app that comes with the Echo Look is positioned as a style assistant, categorize your outfits side by side, store and categorize your images for later and, if you opt-in, suggesting elements that fit your style.
Bought on Amazon, of course. It is in these suggestions that the true power of being the intermediary becomes the most obvious.
Just like Google's dominance of textual research and the resulting billions, it controls what appears where and in what order, Amazon quickly becomes the controller. The main difference between Amazon and Google is that Amazon has an endless list of items which it directly benefits by buying.
Any brand that thinks of not joining the Amazonian mastodon must remember what happened to them. who did not recognize the importance of SEO, or worse, those who felt an online presence was not essential.
Although it is not yet on the market, it is probably on Amazon's roadmap, whether they broadcast it or not. It is therefore essential that consumers and brands take note of these incremental invasions and begin to consider what is possible with this level of access.
If the echo look succeeds, he will take on the role of not only a viewer. but more importantly, opinion-donor. For traders and the brands they represent, the role of trusted advisor is the highest ideal.
As the relationship we have with Amazon is making the transition from living room to bedroom, from a passive answering machine to a trusted advisor, we need there is a way to escape the quiet seduction and persuasive of Amazon.
Tomas Haffenden is a digital producer of The Works.
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