Amazon opens AR Salon in London

Amazon.com Inc. has opened a new hair salon in East London to showcase augmented reality and “point and learn” marketing technology that lets customers point their phones at a product to get more information.

The 1,500 square-foot (139 square-meter) salon is set in London’s Spitalfields neighbourhood, the company said in a blog post on Tuesday. Customers will be able to try out new hair colours virtually and “capture their new look in a dedicated creative area,” the company said. Visitors will also be able to order products in the salon via Amazon by scanning QR codes.

Outgoing Chief Executive Officer Jeff Bezos said in his final letter to shareholders this month that differentiation is key to the company’s survival. While there aren’t any plans to open additional locations, the salon venture shows the breadth of Amazon’s businesses which range from grocery stores and cheap computer accessories to satellites and servers as the e-commerce giant increasingly expands beyond its core business.

London is just beginning to ease Covid-19 lockdown restrictions, with salons reopening in England on April 12. Amazon salon customers will be offered free face masks and sanitiser, temperature checks and the venue will operate at a reduced capacity.

The salon will be open to Amazon employees initially before expanding reservations to the general public in “the coming weeks.”