Amazon’s latest bricks-and-mortar experiment is, unexpectedly, a hair salon. The company is opening its Amazon Salon in London’s East End Spitalfields area, where it says it will trial “the latest industry technology.” This includes an augmented reality app that lets customers see what different hair styles and colors look like on them before they decide on a change.

Unlike the company’s cashierless Go grocery stores (which expanded to London last month), Amazon Salon does not seem to be a beachhead for an industry invasion. “This will be an experiential venue where we showcase new products and technology, and there are no current plans to open any other Amazon Salon locations,” said the company in a blog post.

Instead, it looks more like a modest marketing stunt meant to signal the company’s ambitions in the fashion and beauty sectors generally. These have been sectors where Amazon has struggled to make in-roads…

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