Customers in a growing number of UK cities and towns are now able to take advantage of Prime Same Day, Amazon’s self-explanatory delivery service, which lets people order products online and receive them within a matter of hours, according to the Express and Star.

While Prime Same Day first went live in London earlier this year, it has just been rolled out so that people living in places, including Birmingham, Bristol, Milton Keynes, Edinburgh and Glasgow, are eligible to place orders and select same day delivery.

A wide range of products are available to order as part of this scheme and the only requisite is that purchases are made via safe shopping online before 12pm on the day in question. Customers who meet this deadline will then have their items delivered to their home in the evening before 10pm.

Amazon spokesperson, Christopher North, said that the company had had a lot of positive feedback from customers in the areas where Prime Same Day was trialled, which is why it was taking steps to make sure that more areas are covered by the service.

North also promised that the rollout of same day delivery would continue to encompass more parts of the UK in the coming months, with no minimum spend required for orders to be eligible.

This is definitely a convenient feature for Amazon customers, although it seems that the retailer’s real motive for making Prime Same Day available nationwide is that it will help increase the number of subscribers to its premium e-commerce service. For those who do not want to pay the £79 annual fee, the cost of quick delivery will still be significant and may make click and collect services a more appealing alternative to pick.