Alexa, does this online retailer make me look cool?

Seattle is better known for fleece than fashion, but a breakthrough might be coming from those tech offices in South Lake Union.

Amazon, the company that first came to prominence overtaking people’s bookshelves, now wants into their closets.

But if the online retailer wants people to take it seriously as a place to buy high end fashion, it has to convince people it’s cool. The problem is most cool, high-end designers don't really want to be on Amazon.

And how has Amazon responded? Some say by copying them.

In this episode of Prime(d), we look at how Amazon has wormed its way into our wardrobes and how artificial intelligence could someday be dictating our fashion sense.

Listen to the podcast by clicking the play button above or wherever you get your podcasts.

Our theme song is "Ripples on an Evaporated Lake" by Raymond Scott. You also heard "Heartline" by Pezzner, a Seattle artist.