Online auction site eBay has launched a UK web store that will offer an alternative to existing e-commerce sites such as Amazon.

Items available on eBay Express are all brand new, and have a fixed price and guaranteed delivery date. The site also has a returns policy.

Vendors are chosen from successful sellers on eBay's main site who have upgraded to a business account.

EBay Express includes boutiques from fashion designers Lou Lou & Law, boys toys from J-Excel and golfing equipment from Bill Woodmans.

Buyers will be able to pay with credit or debit cards and through PayPal, which is now owned by eBay.

While the site has a fairly limited range of categories compared to products offered by big online retailers like Amazon and Tesco, it covers most of the major consumer categories.

"EBay Express has all the choice and fun of eBay.co.uk combined with a new convenient shopping experience which will appeal to experienced eBayers and new buyers alike," said a company statement.

This is the first new launch in the UK for eBay since it entered the market in 1999.