Amazon's Echo is a standalone voice assistant you can boss around

Got to hand it to Amazon, eh? Days after announcing same-day delivery service for Prime members in Vanvouver and Toronto, they now revealed a standalone personal assistant.
Echo looks like a speaker but is actually a connected voice assistant like Apple's Siri, Google Now and Microsoft's Cortana. As shown by the cringeworthy ad above, it is triggered by the 'Alexa' word and can be engaged in a number of ways.