Wednesday 7 September 2016 10:06 am

Now Amazon's getting into restaurant food delivery in London

Amazon is the latest company looking to grab a slice of London's restaurant delivery market, rivalling homegrown Deliveroo and UberEats, with the launch of its own service in the capital.

Customers will be able to order from more than 100 eateries such as Strada and Pod for delivery within the hour via Amazon's Prime service in parts of London.

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Areas being served include the City, Bethnal Green, Islington, Vauxhall and Kensington and Chelsea. Users who are signed up to Prime's £79 per year subscription, which gives access to other services such as online streaming and grocery delivery, will get free delivery on orders over £15.

“Based on our own research into what is important to consumers in food delivery, our team have hand-picked a selection of the best quality local restaurants in London. We’re excited to be helping many of these small businesses start offering home delivery for the very first time," said UK head of Amazon Restaurants Al Wilkinson.

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It's the first time Amazon has launched the service outside the US, where it was introduced in Seattle last year and a handful of cities across the country since then.

UberEats launched in London this summer, taking on Deliveroo, the venture capital backed startup which is valued at more than $1bn.