Amazon Prime customers in Greater London now get unlimited same-day delivery

Customers that don't subscribe to Prime can still get same-day delivery for £9.99

Amazon had same-day delivery before Argos, but you have to pay for an Amazon Prime membership to get it (Sean Gallup/Getty Images)

Amazon is offering unlimited same-day delivery to Prime customers in London from November 5.

Prime costs £79 a year in the UK. After this initial subscription, Prime customers can now get over one million items, from DVDs to toasters, delivered the same day for no extra cost.

Orders must be places before noon for delivery between 6pm and 10pm. The service is available to Prime customers within the M25 and parts of Berkshire and Hertfordshire initially, though Amazon has said it has an eye on expansion in other parts of the UK. There is no minimum order.

The latest delivery option adds to three already available, depending on location:

1. Prime Now: One-hour delivery in parts of London and Birmingham for £6.99 or two-hour delivery for no extra cost within windows.

2. Prime Same Day: Same-day delivery for no extra cost on orders before noon.

3. Prime One Day: unlimited one day delivery for Prime customers.

Customers that don't subscribe to Prime can still get one-day delivery for £9.99.

Amazon makes a loss on shipping because of the increasing number of Prime subscribers, but benefits from customer loyalty as spending heats up in the run up to Christmas.