Amazon launches new food delivery service to rival JustEat and Deliveroo

US ecommerce giant Amazon is making a move towards the food delivery industry by offering the service in certain areas of London to customers of its Prime subscription.

Those living within certain London postcodes will be able to order from restaurants online and receive free delivery on orders exceeding £15.

Companies such as JustEat and Deliveroo have gained in popularity as people have less time to cook or go out for meals, and have more disposable cash.

Over 100 London restaurants have signed up to Amazon's new service, which will become available in busy areas of the city, such as Whitechapel, Islington and Kensington.

Amazon have been making a big push in the direction of its Prime Services, offering more and more perks and benefits to the subscription. Customers will soon be able to make use of one-push "Dash" buttons, and currently enjoy free music streaming.

In July, the company held its second annual Prime Day, which made a contribution to its impressive results for the quarter.

"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," said Al Wilkinson, head of Amazon Restaurants UK. "We're excited to be helping many of these small businesses start offering home delivery for the very first time."