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Amazon (AMZN) Introducing Geek Squad Rival

Amazon AMZN has set its sights on yet another new market, with the online retail giant introducing Geek Squad-esque technology consultation services in select cities across the country.

Recode first reported that, over the last few months, Amazon has slowly hired a large amount of technology experts to offer free in-home Alexa help. The company will also offer fee-based product installation, consultations, and an array of other services.

According to Amazon’s website, the company’s “Smart Home Consultation” allows customers the chance to pick specific in-home appointment times with an Amazon expert. These new full-time Amazon employees will do everything from assist clients in the device purchasing process to setting up heating and cooling systems, home entertainment centers, and home security systems.

The company’s website lists the following under the “Build your smart home with an Amazon expert” section:

“Our experts are Amazon employees, not contractors. They have been handpicked for their technology experience, passion for customer service, and strong track record. All experts have been background-checked and are licensed and certified where applicable. Think of them like your technology-savvy best friend - they listen to your needs and customize solutions that work for you.”

“We know shopping for smart home products, and figuring out what will work in your home can be overwhelming and frustrating. We’ve vetted hundreds of products and made sure they’re certified to work with Alexa, so we can recommend the best products for your needs.”

The new in-home smart house services are currently available in seven cities: Seattle, Portland, San Francisco, San Diego, Los Angeles, San Jose, and Orange County.

Recodealso noted that Amazon is currently postings jobs for “field technicians” in multiple cities, including Tampa, Miami, Houston, Dallas, and Las Vegas. The postings note that some of the preferred qualifications for these new in-home, geek squad-type jobs include work as an Apple AAPL Genius or Geek Squad Double Agent.

Amazon introduced this new consultation and in-home technical assistance and installation business without much publicity. Shares of Amazon are up 1.84% through early afternoon trading on Monday.

Shares of Best Buy BBY dropped 6.13% on the news that Amazon is now directly competing against Geek Squad.

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