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Amazon continues to demonstrate that even as it makes news with its proposed $13.7 billion acquisition of Whole Foods, it continues to expand its notion of a consumer-oriented ecosystem.

GQ reports that Amazon has announced the introduction of what it is calling Prime Wardrobe. It is, the story says, "a familiar concept: click-to-buy a few things on their site, have them shipped right to your doorstep (you lazy monster), try them on, ship the castoffs back, never to be thought of again, and pay only for what you keep. And voilá—you're stylish!

"Well, maybe it's not so easy, but you get what they're trying to sell. This isn't Amazon's first foray into fashion, earlier this year they unveiled the Echo Look which will ostensibly help you dress better and order toilet paper, and they even have a full men's fashion retail site, East Dane."

TechCrunch went into greater detail, describing it this way: "First you pick at least three items, and up to 15, from more than a million Amazon Fashion options, including clothes, shoes and accessories for kids and adults, to fill your Prime Wardrobe box with no upfront cost. Brands available include Calvin Klein, Levi’s, Adidas, Theory, Timex, Lacoste and more. Once the Amazon Prime Wardrobe box arrives, you can try on the clothes for up to seven days. Then you either schedule a free pick-up or drop the resealable box with its pre-paid shipping label at a nearby UPS to return whatever you don’t want. Keep three or four items from the box and get 10 percent off everything, or keep five or more for 20 percent off. You only pay for what you keep, with no charge upfront. Amazon Prime Wardrobe is free for Prime members with no extra fees."

Meanwhile, GeekWire reports that Amazon has "just introduced a new Alexa device: a $20 version of its Amazon Dash Wand with the voice-enabled smart assistant built in for ordering food, getting recipes and controlling smart-home devices. The new device is exclusive to Prime members, and works in conjunction with the AmazonFresh grocery service.

The story goes on: "This looks to be the smallest and most inexpensive Alexa-enabled device yet, extending the virtual assistant further beyond the existing Echo smart speaker lineup. Amazon describes the device as 'essentially free' because customers will get a $20 Amazon credit when they register the device.

"Unlike Amazon’s other Alexa-enabled devices, the device does not support music playback, which would have been quite a trick given the size."
KC's View:
The new-and-improved Dash wand simply drives home something that always has been true - that this technology is designed to make it easier for people to buy stuff, mostly by absorbing them into Amazon's seductive and irresistible ecosystem.

As for the Prime Wardrobe ... well, it sure sounds a lot like StitchFix to me.

TechCrunch makes the salient point, that "a decade ago, Jeff Bezos said 'In order to be a $200 billion company we’ve got to learn how to sell clothes and food'."

Done and done. And more. Much more.