Amazon has introduced its one-hour delivery service for Prime members in parts of central London in its first expansion outside the US.
The company has launched Prime Now which gives customers in certain areas of the capital the chance to have items delivered to their door within an hour.
It’s expected to reach all of London and more UK cities by the end of 2015.
Deliveries must have a minimum total of £20 per order, and it costs £6.99 per order for delivery within one hour.
Delivery in a two-hour window is at no additional cost between 8am and midnight, seven days a week.
The standard Prime membership allows free same-day or one-day postage on products sold by Amazon.
The new service also allows users to tip their delivery driver and there’s a default amount which users can increase or decrease.
Amazon says its UK business collects the tip but says “the entire tip will go to the delivery person”.
Delivery drivers can also be tracked on the Prime Now app and the service covers 27 departments on Amazon, including electronics.
“This is just the beginning,” said Amazon UK managing director Christopher North.
“London is our first Prime Now city in the UK and we are already working on making Prime Now available in more postcodes in London and beyond.”
Prime members can download the Prime Now app to check if they are eligible for the service or ask for a notification when it becomes available.
Worldwide paid membership to Prime grew 53% last year, according to Amazon.
Amazon launched Prime Now in parts of New York in December and expanded the service to other US cities including Baltimore, Dallas and Miami.
Prime Now is part of the firm’s focus on increasing profits by signing up more subscription members.
Amazon has become notorious for its low earnings and has tended to focus on expanding its business rather than increasing its profitability.