Alexa, what should I wear today?

Amazon has launched two new services that are certain to increase the rate disruption in the apparel shopping experience. The first, Prime Wardrobe, allows you to order up a big box of clothes to try on in the comfort of your own home. As with all things Amazon, there is a time and convenience factor here. But what’s always seemed most compelling to me about the “box wardrobe” shopping experience is being able to try on new clothes in the presence of all your other clothes. To further extend that experience, Amazon has introduced Echo Look, a next-gen Echo that includes camera and video capabilities that turn Alexa into a virtual fashion assistant and enable features that track your daily wardrobe usage.

Its’ not obvious how comfortable consumers will be taking fashion advice from Alexa. But millenials already buy more clothes from Amazon than any other web site, and Amazon is now projected to surpass Macy’s to become the largest apparel seller in the US. So odds are, if you are already a Prime customer, sooner or later a Prime Wardrobe box will be arriving on your doorstep.