The roll out means customers will be able to order more than 10,000 items through Amazon’s Prime Now mobile app between the hours of 8am and midnight and have them delivered within the hour. It includes popular items such as games consoles, sports equipment, batteries and coffee.
Amazon first launched the service in New York at the end of last year and has since expanded it to five US cities including Dallas and Miami.
It comes as retailers up their investment in fulfilment – making it easier for customers to collect items they have ordered online in store.
John Lewis already offers free next-day delivery to any branch of Waitrose or John Lewis while Argos last year introduced same-day delivery to a number of its stores.
Amazon meanwhile has previously teamed up with TfL so customers can pick up their online orders at a convenient tube station.
Prime Now – the details
The service is currently restricted to specific parts of central London but Amazon says it is looking to reach all of London and additional UK cities by the end of the year.
“Millions of customers across London can use the Prime Now app today and discover over 10,000 items for one-hour delivery,” said Christopher North, managing director of Amazon UK.
Users will have to be members of Amazon’s subscription ‘Prime’ service, which offers free next day delivery and access to its streaming and cloud storage services. One hour delivery will cost £6.99 and customers will have had to spend at least £20.
They can get it for free, however, if they opt for a two hour delivery.