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is opening a hair salon in London, complete with the capsules at each chair and augmented reality to check hair colors.

SAN FRANCISCO — Amazon is opening a hair salon in London, its latest push from online to bricks-and-mortar — and a flow that makes it possible for it to collect extra real-world consumer facts in the meantime.

The e-commerce gigantic is opening a brand new tech-heavy hair salon in partnership with a trendy U.Ok. Stylist. The salon will consist of tablets at every chair, a display to just about “try on” hair colorings and a station to monitor assistance about products when a customer bodily elements at them, Amazon referred to in a information liberate. The salon is open simplest to employees to birth — a normal Amazon strategy.

close observers of the company speculate that it can be a play by Amazon to proceed its foray into computer imaginative and prescient, a know-how it already makes use of to music clients in its Amazon Go convenience retailers.

This endeavor is a bit “baffling,” said Sucharita Kodali, a main analyst at Forrester. Hairstyling is highly own — now not Amazon’s energy, she noted. And artisan industries don’t always lend themselves to becoming excessive-tech, she brought.

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Amazon founder and chief executive Jeff Bezos owns The Washington submit.

Amazon spokesman Harry Staight spoke of the business is partnering with many brand partners from the salon world for the studio.

during the last few years, Amazon has carefully pushed into bricks-and-mortar retail, after spending decades practicing valued clientele to shop online. It built a physical bookshop in Seattle and now has roughly two dozen locations. It purchased entire foods Market in 2017, including a number of hundred retail places. It has built out pop-up stores and four-star retailers, which promote particularly ranked gadgets from the online web page.

It has additionally pushed into high-tech groceries. Its Go comfort-style save scans shoppers’ telephones once they enter and then makes use of sensors and cameras throughout the shop to song valued clientele and automatically detect which objects they’re making a choice on up. They walk out with out checking out, and the app fees them for what they purchased. Amazon is additionally rolling out an Amazon Go Grocery in Seattle.

Amazon opened its first desktop-imaginative and prescient-packed Go keep in Seattle in late 2016 with plans to debut it to the general public the following March. However kinks in the know-how delayed the general public opening several greater months to January 2018.

at the new salon, purchasers will be able to take a look at hair colorings by way of augmented reality before they commit to a dye, after which settle right into a chair with a fireplace tablet. The salon will consist of walls of items with QR codes that screen extra counsel and, most likely, purchase options.

Amazon says it will open to the public in the “coming weeks.”

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Its possible Amazon sees this as a method to sell similar expertise to unbiased salons, Kodali referred to. Enterprise retail tends to be wary of Amazon’s competitive power, however smaller retailers don’t all the time have that fear.

“It’s throwing spaghetti against the wall,” she referred to. “They’re very experimental and they take what they can be taught, and they’re going to definitely have learnings from this — what know-how individuals use, how do Amazon customers behave, what’s the client acquisition prices for a salon.”

The business mentioned valued clientele shouldn’t have to log in to their Amazon money owed to use the augmented-fact points when trying out hairstyles.

The enterprise currently launched the Amazon expert beauty keep in Britain, an online store that sells wholesale elegance substances to agencies. The brand new salon might offer Amazon a method to reveal some of these items in a real-world atmosphere.

It’s not Amazon’s first push into vogue technology — the enterprise released the Echo seem device in 2017 through pitching clients to let it grade their style. The free-standing equipment fitted with a camera changed into paired with an app and changed into designed to research outfits and make information. It become discontinued last 12 months.

Amazon additionally offers custom T-shirt design capabilities after analyzing photographs of your physique.

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