AMA

AMA is the house brand of G.E. Betterton & Co, a Leatherhead, Surrey supplier with more than sixty years in the UK trade, and that pedigree matters more than the AMA name itself. Betterton also distributes the likes of Joewell, DOVO and Yasaka, so AMA is its budget-tier option from a company that clearly knows the difference between a good shear and a cheap one. It’s the value pick in a well-stocked cabinet.

Who it’s for

This is a first-kit shear, plain and simple. The blades are Japanese stainless steel, which is a sensible material at this end of the market, dependable and easy to look after, without the premium price of cobalt or powder steels. The line centres on cutting scissors for everyday salon work rather than a sprawling technique-specific range. For a student, a college trainee, or anyone building a working kit on a budget, that’s exactly the right brief: a real professional tool you won’t be afraid to learn on.

Buying

Pricing sits in the entry-level band, roughly $100–$200, which is where the brand earns its keep. AMA has a wide UK stockist network, including Direct Hairdressing Scissors, Chris & Sons, Alan Howard, Salon Supplies, Salons Direct, Prosharp Cornwall and Aston & Fincher. There’s no US retail channel, so buyers outside the UK would need to arrange shipping from a British seller. For current model names and sizes, Betterton as the brand owner is the authoritative source. More British makers are listed on the UK brands hub.