Amazon has provided a boost to the capital's tech community with the launch of a new digital media innovation centre in East London that should create new jobs for the capital.
Amazon said a number of its design and development teams would be based in the centre to focus on digital media projects that will benefit customers globally.
"London is a hotbed of tech talent and testament to that fact is Amazon choosing the capital as the location for the new global Digital Media Development Centre," said Paula Byrne, managing director of the new London centre.
"Innovation is part of the Amazon DNA and we are creating a British centre of excellence to design and develop the next generation of TV and film services for a wide range of digital devices."
The eight-floor, 47,000 square foot centre is located in Glasshouse Yard, near to the Barbican tube station, not far away from London's Tech City.
Software development engineers, user-interface experts and graphic designers will be among those based in the centre.
Amazon said the team will focus on the creation of interactive digital services for TVs, game consoles, smartphones and PCs, as well as the development of the digital media experience on Amazon websites around the world.
The team that will come together at the new Development Centre has previously worked on a variety of digital innovations including LoveFilm Instant and Pushbutton, said the web giant.
An Amazon spokesman contacted separately by V3 said he could not disclose any specific details on the projects but said new jobs should be created by the centre.
"We are a growing company and should we need to recruit in the future, we believe that London will provide us with a great pool of talent from which to draw," he said.
Mayor of London Boris Johnson welcomed the news.
"We know we have the talent, the space and infrastructure to make the most of the digital economy - this will be my prime message during Games-time, as I seek to woo even more companies for the capital, delivering jobs and growth for Londoners," said Johnson.
"Amazon's investment propels us well up the league table of global tech cities and we thank them for their vote of confidence."
Rosalie Marshall is the special projects editor and chief reporter at V3. Previously she was a reporter for IT Week and channel editor for online television site LocalGov.tv. Rosalie covers government IT, business applications, IT skills, open source technology and social networks.