Desperate shoppers in the centre of town can demand DVDs post haste.
Amazon rolled out its one-hour delivery service to Prime customers in east and central London on Tuesday, making the British capital the first to access the service outside of the US.
Customers of the deluxe scheme will be able to get products including food, toiletries and entertainment shipped to their house or office within the hour for £6.99, provided they have already spent £20.
Those willing to wait longer will also be offered a free same-day delivery within a two-hour window, but non-Prime customers cannot access to service, which will run from 8am until midnight daily.
Deliveries are alleged to be coming from an Amazon centre in Tower Hamlets, explaining the concentration of the service within Zone 1 of the British capital.
Amazon’s move comes over a month after the company doubled the amount British non-Prime shoppers had to spend before qualifying for free delivery to £20, delivery having been free up until 2013 when a £10 minimum was introduced.
The ecommerce firm has also pioneered other delivery schemes, including one in which shoppers can pick up deliveries from various hubs, which since December have included British post offices.