Amazon is set to open its first high street hair salon in the UK next month with augmented reality mirrors and contactless shopping.
The retail behemoth, which cites beauty among some of its best-selling products online, said the London outlet is currently being trialled by staff and could be the first of many.
The first Amazon Salon will be in Spitalfields, east London.
As well as experimenting with virtual looks, clients will be able to pass time scrolling through magazines loaded on tablets placed at each "styling station".
But treatments itself will be manned by Neville Hair and Beauty, an independent salon based in the capital. The permanent salon will initially be road-tested by Amazon staff before opening to the public for appointments "in the coming weeks".
A price list is yet to be released but Amazon Salon will offer a "full range of hairdressing services" including highlights, treatments and braids, it said.
It is being billed by Amazon as an "experiential venue" to show off new products and technology.
The move comes after the Amazon launched a professional beauty warehouse on its website, selling 10,000 products ranging from curlers to hairdryers, aimed at small businesses that have only recently been allowed to reopen.
Amazon Salon comes hot on the heels of the online retailer's first contactless Fresh grocery store.
The first outlet has opened in Ealing, west London and allows customers to shop and walk-out without any contact with human beings.
Customers must scan in a code on their phone to gain entry.
Sensors on the shelves detect when an item has been removed while cameras and other technology backed by artificial intelligence monitor individuals' movement around the store and the goods chosen.
The bill is charged to a shopper's Amazon account when they leave the store.
John Boumphrey, Amazon's UK country manager, said the hair salon would be a place "where we can collaborate with the industry and test new technologies."
