Technology giant Amazon has announced the creation of 100 new jobs at its Digital Media Development Centre in London, which opened in September last year near The Barbican.

The centre, which houses the development and design teams for Amazon's Pushbutton and LOVEFiLM companies, has recruited 100 team members since opening and is now looking to carry out another employment drive in the early part of this year.

"We have always known that there is a wealth of tech talent here in London and we continue to look for the most creative minds in the UK to work on the next generation of TV and film services for Amazon customers all over the world," said Paula Byrne, managing director of the London centre.

Amazon will be recruiting for software development engineers, user-interface experts and graphic designers.

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.

Byrne added: "There has never been a more exciting time in the technology world with constant innovation resulting in exceptional experiences for consumers and we are looking for 100 new recruits to play an integral part in the future of Amazon's digital offering."