Jeff Bezos is coming for your wardrobe. Having conquered everything from books to loo roll, the Amazon founder’s next target is fashion. Or, more accurately, apparel. It is already America’s second-biggest clothes retailer, although a quick trawl through its digital racks will reveal little anyone might consider ‘stylish’.

But then, America’s current clothing king is WalMart, not a brand known for its Juergen Teller-shot campaigns. That’s because like Amazon, it knows scale doesn’t come through exclusivity; it comes from selling cheap pants, shirts and shoes to people who don’t really care about trends. There’s a lot of money to be made from folks who pick up their tees with their binbags.

Amazon is not, however, a company content to leave money on the table. And the fashion industry is a big beast from which it intends to take its cut. Efforts to encourage luxury brands onto Amazon have mostly failed – the buy-your-cat-litter-here design and propensity for price cutting is anathema to designer labels, although groups like LVMH do sell brands like Kenzo, Givenchy and Marc Jacobs through Amazon-owned Shopbop and East Dane.

While browsing clothes on Amazon can feel like you’re lost in the world’s biggest closing-down sale, that’s not to say there aren’t desirable brands hidden in the labyrinth. Gant and Lacoste are two labels with bespoke ‘stores’ on the platform, while menswear essentials from the likes of Converse, Levi’s, Calvin Klein and Tommy Hilfiger are a couple of finger-taps away, often at cheaper prices than you’ll find elsewhere.

Now the retailer is bringing its technological expertise to your wardrobe. Amazon’s new camera, the Echo Look (currently only available in the US), can scan you and offer boring, not-very-accurate style advice. Bezos has also acquired a body-scanning start-up, suggesting that you’ll soon be able to buy AI-suggested outfits based on your body shape. Until then, it’s also launched Prime Wardrobe, a clothes-in-a-box service in the vein of StitchFix, which couples human stylists and algorithms to predict what you’ll like.