Amazon is bringing its one-hour Prime delivery service to Londoners in an attempt to win the online fulfilment battle.

The Prime Now service will be available for over 10,000 items in selected London postcodes, with plans to cover the rest of the capital and other UK cities later this year. This is the first time the service has been available outside the US, after the online retail giant launched the one-hour service in New York at the end of 2014.

Amazon customers will be able to receive items such as coffee, batteries and nappies as well as game consoles and toys in one hour or less.

The service can be accessed through the Prime Now mobile app, and customers with a Prime membership – at the cost of £79 per year – can choose the one-hour delivery option seven days a week for the additional price of £6.99. Customers willing to wait two hours, or same-day delivery can choose free delivery.

Christopher North, managing director of Amazon UK, said: "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.

"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."

Amazon said it is powering its Prime Now service through its "growing network of fulfilment centres that utilise high-end technology to speed up order delivery times".

It will use its east London delivery depot as its first hub to deliver parcels for its new one-hour service.

The Prime Now launch in the UK comes at a time when the retail industry is revolutionising online fulfilment and delivery.

Retailers are constantly offering later cut-off times for online orders, with House of Fraser being the latest retailer to extend its click & collect cut-off time to midnight.

Meanwhile delivery networks Doddle and DPD last month partnered in an attempt to expand its delivery pick-up and drop-off points, allowing customers to collect parcels while travelling through major railway stations.

And earlier this year, Royal Mail also realised the need to increase its delivery options for consumers by launching its 'Nominate a Neighbour' scheme.