A new Amazon Fresh store is set to open in just in time for the festive season.

The supermarket at 160 West End Lane, West Hampstead, will welcome its first customers from 7am on Thursday, December 28.

Located next to the recently-opened Five Guys burger restaurant, the new store is equipped with the retailer's futuristic 'just walk out' technology.

Shoppers walk in, select their goods with cameras tracking what they take, and open the Amazon App at the exit gate to pay.

For those without the app, there are also self-checkout tills available. Customers can also pick up and return items purchased online from the in-store Amazon Hub counter, and automated return kiosks.

The store itself is selling hundreds of fresh items including meat, poultry, fish, dairy, fruit, veg, bakery goods by household brands, own label  ‘byAmazon,’ and premium grocery range ‘Our Selection’.

There are also the popular meal deals on sandwiches, freshly baked goods, hot on-the-go food throughout the day, hot or iced drinks, and a wide range of alcohol from spirits to beers and wines.

Seasonal offers to stock up for Christmas include a Quality Street 600g tub for £3.85, and Baileys Irish Cream Liqueur 70cl for £10 (RRP £17).

There's an opening deal for customers shopping at the new West Hampstead store, giving them 20% off every shop when they spend £10 and pay via the Amazon app until 11pm on December 31.

Customers in the area can also find the new Amazon Fresh West Hampstead store on Deliveroo and have their favourite food delivered to their home or office.

Into the New Year, the retailer promises weekly deals including on fruit and veg, and special offers for Prime members.

Amazon Fresh West Hampstead is open 7am until 11am 7 days a week at Unit 3, 160 West End Lane, West Hampstead.