Residents of Leeds will be able to get items they order via safe shopping online delivered to their doors in just one hour via the Prime Now service, which was launched in the city by Amazon this week.

Prime Now has already been available in London for a few months, but its rollout to other big marketplaces across the UK is a sign that it has been a success.

To be eligible for Prime Now delivery, customers will, of course, need to be subscribed to Prime itself. And the promise of one hour delivery is only available to a number of central areas in Leeds, according to TechWeek Europe.

Other nearby towns and cities, including Bradford and Huddersfield, will be eligible for two hour delivery under the new scheme. And Amazon spokesperson, Jason Weston, said that with around 15,000 products on offer through this delivery method, people could purchase everything from milk to birthday gifts via safe shopping online and get access to them almost instantly.

Prime Now is not only arriving in Leeds, but was confirmed to be on its way to a number of locations in the south of England, including Surrey and Berkshire.

Amazon has been especially eager to promote Prime Now as a suitable service for those looking to receive consumable items quickly, tying in with its efforts to enter the grocery market via Amazon Pantry and a recently announced partnership with Morrisons.

This week also saw Amazon reveal that it would be making a separate subscription for its Prime Instant Video streaming service available, detaching it from the delivery-based Prime subscription. This is to allow the company to better compete with Netflix in the UK, where the latter is currently the dominant platform in this part of an ever growing marketplace.