Amazon opened the doors to its new working space near the heart of one of London's start-up hubs as it looks to strike up business for its cloud service.
The Amazon Loft is a seven-week pop-up space and is the first international version of the project after the e-commerce giant opened one in San Francisco and New York.
Amazon's cloud unit – Amazon Web Services (AWS) – runs the space which offers services such as technical sessions on its platform and bootcamps for start-ups.
"Start-ups will know about different cloud providers, but we would like to know what we can do for them," Zubin Chagpar, venture capital business development head for EMEA at AWS, told CNBC in an interview.
"We would like to show that if there are two guys looking to do a start-up, they can start with Amazon Web Services and when they become a one-, two, 10-thousand person company and they get that $10 billion valuation they can still use AWS. They can grow with us."