Echo Looks will cease functioning in July, as Amazon discontinues the camera

Introduced in mid-2017, the Look was one of the more obscure — and, honestly, kind of bizarre — entries in the Echo line. It was a small camera designed to take videos and selfies of its owner, using machine learning to help choose outfits.

No surprise, really, that it never caught fire. And now, three years after its introduction, it’s dead. First noted by Voicebot.ai, Amazon sent a letter to customers noting that the camera has been discontinued — what’s more, service is going to completely shuttered in July.

Amazon confirmed the end of what seems to have amounted to an experiment and exercise in training a machine learning algorithm. The company tells TechCrunch,

When we introduced Echo Look three years ago, our goal was to train Alexa to become a style assistant as a novel way to apply AI and machine learning to fashion. With the help of our customers we evolved the service, enabling Alexa to give outfit advice and offer style recommendations. We’ve since moved Style by Alexa features into the Amazon Shopping app and to Alexa-enabled devices making them even more convenient and available to more Amazon customers. For that reason, we have decided it’s time to wind down Echo Look. Beginning July 24, 2020, both Echo Look and its app will no longer function. Customers will still be able to enjoy style advice from Alexa through the Amazon Shopping app and other Alexa-enabled devices. We look forward to continuing to support our customers and their style needs with Alexa.

Not a surprise, perhaps. But a bummer for those who spent the $200 on the product. For the looks of it, though, I don’t think the Look exactly caught the world on fire. It’s currently listed as the 51st best seller on Amazon’s list of Echo products. Honestly, there’s a decent chance this is the first time you’re hearing about it. Again, not surprising for what was always destined to be a niche addition to the Echo line.