American online retail giant, Amazon has officially opened its new Digital Media Development Centre in the British Capital, London.

The company also said that the centre will create 100 new technology based jobs in the city. The centre, which is located in Glasshouse Yard near Barbican, will carry on work on projects including creation of interactive digital services for TVs, game consoles, smartphones, PCs, as well as new APIs.

Software development engineers, user-interface experts and graphic designers are expected to make up the workforce of the centre in London. The opening of the new centre comes after the company announced that it will create 2,000 new jobs in the UK till 2014.

Boris Johnson, Mayor of London said that the opening of the centre in the city is another success for the capital in its attempts to attract technology investments from foreign players.

"It's fantastic to welcome Amazon's new tech hub to London, giving the capital yet another vote of confidence from the world's leading innovators. Boosting London's tech and media workforce is key to driving the capital's economy and helping to create jobs and growth," said Johnson.