AmazonLocal, which works in a similar way to Groupon, is a service that emails you daily deals in your area, but not necessarily on products already available at Amazon.co.uk.
In the US, where AmazonLocal has been in operation for more than a year, the service operates in most major cities.
Users who sign up to the service in London will be able to opt for London-wide deals or pinpoint deals by location down to specific areas of London, such as the south-west area of the capital.
At the time of writing the day's deals included a half-price meal for two at a London restaurant and a two-hour flying lesson for £99, down from £299.
Customers can receive deals tailored to their preferences and the service uses customer payment details already stored on Amazon.co.uk’s main site.
“Our aim is to be the place where customers can come to find anything that they want buy online, so offering great deals from local businesses like restaurants, spas and theatres is a logical addition to the tens of millions of products that can already be found at Amazon," said Gordon Willoughby, Amazon Local director for Amazon EU.
"This is day one for AmazonLocal.co.uk and we will focus our efforts on providing a first-rate customer experience for Londoners.”