Amazon has added to its family of connected-home products with the Echo Look, a camera that takes photos of outfits before rating them and giving a second opinion.

The Echo Look device is being marketed by the company as a fashion tool, with voice-activation allowing users to take full-length photos and short videos of their outfit choices.

Prompted by the company's smart assistant, Alexa, the device then uses a new service named Style Check to offer feedback on the chosen look.

"Style Check keeps your look on point using advanced machine learning algorithms and advice from fashion specialists," said Amazon. "Submit two photos for a second opinion on which outfit looks best on you based on fit, colour, styling and current trends."

"Over time, these decisions get smarter through your feedback and input from our team of experienced fashion specialists."

As users build up their lookbooks with pictures and videos, the device is able to recommend new brands and styles inspired by recurring outfits.

As well as offering style advice, the Echo Look performs the same duties as Amazon's other Echo devices – first launched in 2014 – and can devise travel routes, read headlines or play music.

Currently, the Echo Look is only able to purchase by invitation for $200 (£155). It is unclear whether the company will roll out the device to the masses at a later date.

Designers and technology companies have been competing over recent months to provide the first and best smart home products.

Examples include Philippe Starck's smart radiator valves, which allow homeowners to remotely control the temperature of each room using their voice, and Yves Behar's home security system that allows users to let visitors into their home when they are not there.

Last year, Google launched its own omniscient voice-controlled Home device, which – similar to the Echo – acts as a central command centre for homes connected to many digital gadgets and systems.