There are a lot of digital photo frames in the world, but Amazon hopes that Alexa will give its first-ever entrant an edge. The Alexa Photo Frame is a 10-inch digital photo frame that’s designed to look more like an actual photo than another glowing rectangle.

To achieve the photo-like look, Amazon is using a semi-matte, anti-glare screen that—in my initial glimpse—looks pretty photo-like. In fact, it was (at first glance, at least) hard to tell the Alexa Photo Frame apart from actual frames with photos in them when they were positioned right next to each other. Light-sensing technology helps here, too, since the frame can adapt to how bright or dark your room is.

As much as it’s about the look of the Alexa Photo Frame, it’s equally about—you guessed it—Alexa. The Alexa Photo Frame uses Alexa+ to sort through your Amazon Photos and pull out ones that it thinks you might like, and also photos that it thinks should be grouped together. That could mean putting two photos of your kids at different ages side-by-side or, as Amazon puts it, photos where “you’re smiling, and the lighting is right” or ones that “match the season you’re in.” You can choose which people you want to feature in your photos, and the Alexa Photo Frame syncs automatically, so it’s constantly updating.

One nice sentimental touch is the addition of a voice note feature that lets you record yourself and link it to a photo—to play the voice note, you just tap the photo and then tap the recording.

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