The e-commerce giant Amazon is making strides into the fashion industry with its new AI-powered feature StyleSnap. The tool will be useful for customers in finding new clothes to buy.
Finding new frontiers
Amazon’s e-commerce business has a sizeable fashion segment, but the company still needs to develop this market. With the help of StyleSnap, Amazon will open a new world of opportunities in fashion retail. The AI-powered StyleSnap is designed to help customers find clothes they like.
The service works like Shazam for clothes. Users only need to click a picture or upload an image and StyleSnap will use its machine learning capabilities to “match the look” and find items similar to those selling on Amazon.com.
Jeff Wilke, CEO of consumer worldwide at Amazon, unveiled the feature at the Re:MARS conference in Las Vegas recently. He said that the simplicity of customer experience depends on the complexity of technology behind it.
Can Amazon compete with others?
StyleSnap is not a pioneering offering by Amazon. Similar services are being offered by Asos, a fashion giant. The tool will also have to prove its worthiness in the real world where it should be able to help customers identify the items they just clicked. For Amazon, the real challenge lies in matching niche items to the styles clicked by the customers.
Amazon has tried to bring its AI functionality to users in the past, but to no avail. In 2017, it launched Echo Look, an AI-powered camera that gives fashion recommendations to users. The software made mistakes regularly and had problems in identifying different outfits. It was also prone to repeating the same tips constantly.
Even with a lukewarm response and an untapped fashion potential, the giant has decided not to give up on this business so soon. The company’s entry into futuristic tech was also solidified with another offer. It announced Pegasus, a new warehouse robot that will help bring orders to the customers more quickly. Note that Amazon recently halved the Prime delivery time from two-days to one day, highlighting its logistics efficiency. The company also revealed a new Prime Air drone design during the Las Vegas conference.
The company wrote on its blog later that it is expecting to scale Prime Air quickly using its world-class fulfillment and delivery network. It said that drone deliveries to customers could happen within months. Amazon’s stock has gained 15.3% year to date.