Amazon.com has extended its reach in Asia with the launch of its first retail service in Singapore.

Prime Now offers free two-hour delivery on tens of thousands of items straight from a user's phone, a service that will no doubt completely transform the existing retail market and aid Singapore's goal of becoming a ‘Smart Nation'.

Customers can shop on the Prime Now app for everything on their list from eggs, cold beer and ice cream to baby strollers, toys, and consumer electronics.

Director of PrimeNow Asia Pacific, Aarif Nakhooda says the technology will undoubtedly be industry-changing, with Singapore residents able to order products from brands like Tiger Balm, Milo, Scotch-Brite and MamyPoko diapers as well as products from iconic brands including L'Oreal, Pampers, and Samsung – all from their phone and delivered to their door within two hours.

“We are excited to introduce the busy people in Singapore to this convenient, ultra-fast delivery solution to get more time back to do the things they love,” says Nakhooda.

“Prime Now is powered by Amazon's more than 20 years of operational and technological excellence and hundreds of Singapore's talented and skilled associates.

“We are pleased that Amazon has chosen to launch a new operating model with Amazon Prime Now in Singapore, which will leverage data and technology to achieve greater resource efficiency and near real-time delivery of goods,” says Kiren Kumar, assistant managing director for the Singapore Economic Development Board.

“With Prime Now, Amazon will also play a key role in training and equipping our local ecosystem and workforce with cross-disciplinary digital capabilities. This is an excellent example of a global technology company contributing to Singapore's ambition to be a Smart Nation and a location for businesses to innovate and create new value for the world.

The technology operates on an exclusive service-based model membership program.

Since launching in December 2014 in New York, Prime Now has expanded to more than 50 cities in nine countries including Berlin, London, Madrid, Rome and Tokyo.