Online retail behemoth Amazon has launched a same-day collection service in the UK, making it the group's fastest pick-up service yet.

The same-day collection service forms part of Amazon's 'Pick-Up Location' programme and allows customers to purchase products and pick up their order later that day as part of a collaboration with newspaper and magazine distributor Smiths News, a division of Connect Group.

The service allows customers to order as late as 11.45am for collection from 4pm. Customers are notified via email when their order is available and they can collect their parcel up to 11.59pm, depending on the store closing time.

In addition to same-day collection, customers also have the option of 'Express Morning' collection with orders placed up to 7.45pm being available for guaranteed collection the next morning - their parcel will be delivered from 6.30am and no later than 9am depending on the store opening time.

"This is our fastest pick-up service yet," said Christopher North, managing director of Amazon.co.uk. "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."

The service is available at around 500 newsagents and convenience stores, which will carry ‘Pass my Parcel' branding to highlight the service to customers.

This latest move by Amazon highlights the change occurring in the retail industry with regard to omni-channel and digital.

Steve Sadove, chairman of the NRF, recently highlighted the top ten disruptors in retail to delegates at the World Retail Congress, where he said: "Even if you don't compete with Amazon, the requirements of the customer service they deliver are what you need to. They are setting the tone."