Amazon Delves Into Fashion With AI-Powered Search Tool

The Amazon Re:MARS conference in Las Vegas has been churning out technology news for the company. First, it was the announcement that delivery drones could hit the airspace in the next few months.

Now, according to reports, Amazon’s Consumer Worldwide CEO Jeff Wilke has announced a new AI-powered fashion search tool called StyleSnap, designed to help customers find clothes to buy. Someone can take a picture of an outfit or upload an image, and the tool will “match the look in the photo” and find similar items that are for sale on

“The simplicity of the customer experience belies the complexity of the technology behind it,” Wilke said.

This is not the first service of its kind. Asos, a popular fashion brand, has a similar feature. Also, Amazon tried to release a fashion-related peripheral in 2017 called the Echo Look, which would provide users with clothing recommendations after using artificial intelligence (AI) to analyze an outfit. According to a review by The Verge, the tool often made mistakes, could not identify different outfits and was repetitive with its tips. However, the move shows that Amazon is committed to growing its footprint in the fashion ecosphere and that it believes in its AI technology.

In other Amazon news, the company announced on Tuesday (June 4) that it is expanding its one-day delivery with Amazon Prime, opening it up to members with no minimum purchase amount and adding more than 10 million products. In a press release, Amazon said millions of Prime members are already using one-day delivery, with customers using the service for last-minute birthday presents, sunblock and beach towels, among many other items.

Amazon said it will continue to expand its delivery offerings, and that Prime members will find more and more items that can be delivered in one day.


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