Web giant Amazon has opened the doors to its new Digital Media Development Centre in London today and also announced the creation of 100 new tech jobs.

The news comes shortly after Amazon revealed it plans to create an additional 2,000 permanent roles in the UK up until the end of 2014.

The new London centre, located in Glasshouse Yard near Barbican, will focus on digital media projects that are set to include the creation of interactive digital services for TVs, game consoles, smartphones, PCs, as well as new APIs.

Boris Johnson, Mayor of London, hailed the announcement and opening as another success story for the capital attracting investment from international technology firms.

"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," said Johnson.

"Boosting London's tech and media workforce is key to driving the capital's economy and helping to create jobs and growth."

The coalition government has been pushing to attract investment from large corporates that focus on innovation and technology in recent years, as well as trying to nurture the technology start-up scene in East London, as it believes it is a sector that will provide stable growth in the future.

Software development engineers, user-interface experts and graphic designers are expected to make up most of the 100 new job vacancies.

"The number one reason that we located the new Amazon Development Centre in London is because we believe that the capital is brimming with world class tech talent," said Paula Byrne, managing director of the centre in London.

"We are now looking for the most innovative and creative people to join us in designing and developing the next generation of TV and film services for a global audience."