Amazon said the Echo Look is a virtual assistant with a microphone and a camera that's designed to go somewhere in your bedroom, bathroom, or wherever you get naked.

The online bookseller is pitching it as a straightforward way to snap pictures of your outfits to send to your friends when you are not sure if your outfit is cute, but it's also got a built-in app called StyleCheck that is worth some further dissection.

Amazon insists that your pictures are safe and are securely stored in the AWS cloud and locally in the Echo Look App until a customer removes them.

Of course, a lot of starlets thought their naked pictures were safely stored in the Apple cloud and look what happened to them.

A spokesperson for the company said: "You can delete the photos or videos associated with your account anytime in the Echo Look App."

Amazon has not said if Echo Look photos, videos, and the data gleaned from them would be sold to third parties, tabloid press, or over obsessed ex-partners.