In an effort to reduce delivery times, Amazon UK has collaborated with newspaper and magazine distributor Smiths News, a division of Connect Group, to launch its first ever same-day collection service.

For same-day collections, orders need to be placed before 11:45am, and can be collected from 4:00pm onwards. Customers will receive a notification via email when their order is available and they can collect their parcel up to 11:59pm, depending on the store closing time.

"This is our fastest pick-up service yet", said Christopher North, Managing Director of Ltd. "We know that Prime customers love fast delivery and the convenience to pick up their order at a time and place that suits them best. This new service brings together both of those great benefits".

Aside from the same-day collection service, the e-commerce giant is also offering an Express Morning collection service, wherein orders placed up to 7.45pm in the evening will be available for collection the next morning between 6.30am and 9:00am, depending on the store opening time.

According to Engadget, Sunday delivery is also available, but the company will only make one delivery (per customer) on that day.

Amazon says once the collection option is chosen and the order is placed, customer will receive a code which they'll have to present at the store to collect their item. Amazon Prime members will be able to avail the services free of charge until the end of the year, while others will have to pay £4.99 per delivery.

The new service is available at more than 500 newsagents and convenience stores which will carry 'Pass my Parcel' branding to highlight the service to customers. Amazon UK currently offers over 6,000 pick-up locations including Birmingham International Airport as well as a number of London tube stations.