Over the course of a 2-minute styling experience, Alexa helped attendees explore and filter Amazon's extensive denim collection. A series of questions got users to the heart of their unique denim preferences–from cut to colour, wash and waist-rise.

Built using Amazon Lex, branching narrative trees captured the flow of a personal shopper's styling process while feeling conversational and open-ended for the user. Once the final results were revealed, Amazon SmileCodes allowed attendees to scan their perfect pairs via the Amazon app to buy online.