Amazon has over 100 restaurants signed up for its new service, however most are small or independent establishments. Scanning down the list, there's no Wagamama, Pizza Express or Gourmet Burger Kitchen. A few businesses do stand out, however, such as Strada, Tossed and Velo. As for delivery coverage, well, you'll need to be in one of the following postcodes: E1, E2, E3, E5, E8, E9, N1, N16, EC1, EC2, EC3, EC4, SW1, SW3, W1, SW3, W1, WC1, WC2, SE1, SE11. Unsurprisingly, Amazon says it has "plans to expand further," although it's unclear exactly when and where that will happen.

Amazon already offers a brain-melting number of food-related services. There's Prime Now for basic one-hour deliveries, Amazon Pantry for "everyday essentials" and Amazon Fresh for, you guessed it, fresh groceries. All of these are designed to compete with traditional supermarkets, however, rather than takeaway couriers such as Just Eat and Hungryhouse. Today's launch is different, as it provides direct competition for Deliveroo and UberEats. Those two have come under fire recently for their courier pay-outs -- Amazon will be hoping to avoid such negative press, earning the support of drivers, cyclists and customers in the process.