Today, Amazon is announcing the launch of Amazon Salon, a new salon where customers can experience the best in hair care and styling. Set over two floors and more than 1,500 sq. ft. on Brushfield Street in London’s Spitalfields, Amazon Salon will trial the latest industry technology, from augmented reality (AR) hair consultations to point-and-learn technology.

Hair care and styling services at Amazon Salon will be 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,” said John Boumphrey, UK Country Manager, Amazon. “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.”

Woman having hair styled at Amazon Salon
Amazon Salon, London
woman using AR in the Amazon Salon, London
Amazon Salon, London
Amazon Salon, London
Amazon Salon, London
Hair products at Amazon Salon London
Amazon Salon, London
booking an appointment at Amazon Salon
amazon salon
Amazon Salon stylists with masks
Amazon Salon, London

A new salon experience

At Amazon Salon, customers will be able to experiment with different virtual hair colors using augmented reality technology, enjoy entertainment on Fire tablets at each styling station and capture their new look in a dedicated creative area.

Showcasing a selection of bestselling professional hair care products, the salon will also 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.

Amazon Salon will initially be open to Amazon employees only, before it opens to bookings for the general public in the coming weeks. 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.

The salon is the latest initiative designed to support the professional beauty industry and follows the launch of the Amazon Professional Beauty Store on This new store gives hair and beauty businesses convenient access to Amazon’s selection of more than ten thousand salon and spa products and supplies, from straighteners and clippers through to curlers and hair dryers. The store offers professionals benefits such as wholesale pricing and invoicing, no minimum order value, fast delivery and more.

First class styling

The hair care and styling services at Amazon Salon will be provided by Elena Lavagni and her team of stylists. Elena is the owner of the highly-regarded Neville Hair & Beauty Salon, which has been based in London for 20 years. Elena and her team have provided hair services for Paris Fashion Week and the Cannes Film Festival, and are renowned for cutting edge hair and beauty treatments. Amazon Salon will offer a full range of hairdressing services for adults and children, including cut and blow dry, full head highlights, balayage, texturizer treatments, and braids.

“I am delighted to be part of this project – the salon combines classic hairdressing services with technology to deliver a completely unique experience for clients,” said Elena Lavagni, owner of Neville Hair & Beauty. “Our creative team of stylists, whose flair for hair is as intrinsic as their love for technology, will put the client at the heart of everything they do. I feel proud to use our 40 years’ experience in the industry to help bring this salon to life.”

Designed with style and safety

At Amazon, nothing is more important than the health and safety of our customers, stylists and employees. We have taken various steps to create a safe environment, including providing free face masks and sanitizer, 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 sanitized after use.