The service will launch today to select London postcodes.

Amazon Prime (a paid service) members can have orders delivered within one hour for just a £6.99 paid fee according to it’s UK website on Tuesday. Amazon has stated that the quick delivery is only for those orders worth £20 ( $28) or more, placed between 8 a.m. and midnight in selected London postcodes.

Amazon’s dedicated Prime Now app provides its users doorstep delivery within one hour from a huge list of over 10,000 items including food, drink and home essentials. Amazon Prime is a paid service that offers members free delivery and access to a huge catalogue of films, music, books and videos. Amazon said that two-hour to same-day time slot deliveries will however be free.

“Millions of customers across London can use the Prime Now app today and discover over ten thousand items for one-hour delivery, or select a free two-hour, same-day delivery slot,” said Christopher North, MD for Amazon UK. “This is just the beginning. 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.” By this year end, the service is expected to cover all of London and also additional cities.

Despite dominance in global e-commerce, the company is struggling to turn a profit. Amazons new strategy is to convert its existing web customers into paid members of its annual Prime subscription service.

The same one hour delivery service was launched in parts of New York in December and later expanded to other cities including Baltimore and Miami.