By Mark Prigg

PUBLISHED: 10:15 EST, 13 September 2012 | UPDATED: 10:15 EST, 13 September 2012

It may not have quite the glamour of the Olympic stadium, but Boris Johnson was today back in the east end at Amazon's new London HQ,  claiming the capital city can take on Silicon Valley.

Amazon said it will create 100 jobs, in addition to scores of existing Amazon staff, who are moving into the eight-storey, 47,000 sq ft building.

The area has been dubbed 'silicon roundabout' because of the large numbers of internet firms in the area.

Mayor of London Boris Johnson speaks to staff during a visit to Amazon's new Global Digital Media Innovation Hub in London's east end.

Mayor of London Boris Johnson is serenaded with a ukelele as he spoke to staff during a visit to Amazon's new Global Digital Media Innovation Hub in London's east end.

Amazon's centre will focus on its TV and movie streaming services such as LoveFilm, as the online giant moves beyond its heartland of books and online retailing.

'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 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.'

Johnson was given a tour of the new office by Amazon staff. It will develop new online products for the retail giant as it tries to take on Apple with its new tablets.

Johnson was given a tour of the new office by Amazon staff. It will develop new online products for the retail giant as it tries to take on Apple with its new tablets.