Amazon Salon opens in London to trial new technologies

By Lauren Fruncillo April 20, 2021 - 4:13 pm

Amazon have set their hearts on another ambitious endeavor as they announce the launch of Amazon Salon in London where they will trial the latest industry technology, from augmented reality (AR) hair consultations to point-and-learn technology. The Hair Salon will allow customers to experience hair care and styling services provided by Elena Lavagni, owner of Neville Hair & Beauty, an independent salon based in London.

“We have designed this salon for customers to come and experience some of the best technology, hair care products and stylists in the industry. We want this unique venue to bring us one step closer to customers, and it will be a place where we can collaborate with the industry and test new technologies.”
– John Boumphrey, UK Country Manager, Amazon.

A new salon experience

The salon will test new point-and-learn technology, where customers can simply point at the product they are interested in on a display shelf and the relevant information, including brand videos and educational content, will appear on a display screen. To order the products, customers can scan the relevant QR code on the shelf to visit the product detail page on and purchase, with delivery direct to their home. This new move is interesting because it puts amazon another step closer to their customers and allows them to trial all the new technologies they are producing in a completely new and more personal setting.

According to Amazon the Salon is also designed to support the professional beauty industry and follows the launch of the Amazon Professional Beauty Store on In a way, this move is showing how ecommerce and the high street could connect to provide the best of both worlds and cleverly Amazon are testing the waters with an industry where the high street is vital for it’s survival.

Style & Safety

Amazon have taken various steps to create a safe environment, including providing free face masks and sanitiser, taking temperature checks and reducing the capacity of the salon. Separation screens will divide each styling station, customers will be also required to wear face coverings and equipment will be sanitised after use.

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