Amazon is piloting its new Amazon Now service, which offers ultra-fast delivery across thousands of grocery and household goods in under 30-minutes, across selected London postcodes.

The move, which is being tested in Southwark with plans to rollout to additional locations in the coming months, aims to bring new levels of speed and convenience to Amazon customers.

“Amazon Now brings a new level of speed and convenience,” said John Boumphrey, UK Country Manager of Amazon. “It’s the latest example of our commitment to faster delivery, building on the millions of items we already deliver same or next day across the UK.”

As speed and convenience remain key motivators for shoppers, The Grocer reported that last year the number of on-demand grocery orders had reached 80million, with sales via the on-demand channel worth ~£2billion.

Amazon said its is “continuing to invest and innovate”, having committed to a £40billion investment in UK over the next three years, as it looks to expand its online grocery offering; grocery items now account for one in three of all items ordered on its platform each day.