Online retailer Amazon has launched a one-hour delivery service in New York, as part of its premium service, Prime. The new delivery initiative, Prime Now, has been launched in selected areas of Manhattan and is available from 6am to midnight, seven days a week.

Prime Now is an extension to its existing two-hour delivery and will include items such as toiletries, toys, and books, with customers being able to track placed orders using Amazon’s smartphone app. The orders will be fulfilled from Amazon’s new building on 34th Street in the city.

Dave Clark, Amazon’s senior vice president of worldwide operations, said: “There are times when you can’t make it to the store and other times when you simply don’t want to go. There are so many reasons to skip the trip and now Prime members in Manhattan can get the items they need delivered in an hour or less.

“We’ve long felt that Amazon Prime is the best deal in the history of shopping and now it has gotten even better. Prime members in Manhattan are going to love this service and we cannot wait to roll out Prime Now to additional cities in 2015.”

The service is expected to role out to additional cities next year in America.