The company said the main reason for locating the centre in the capital was to gain access to top talent.
The 100 new roles include software development engineers, user interface experts and graphic designers.
“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,” she said.
Boosting London's tech and media workforce is key to driving the capital's economy and helping to create jobs and growth
Boris Johnson, mayor of London
Boris Johnson, mayor of London, who visited the 47,000ft2 centre in Glasshouse Yard, said it gave London a vote of confidence from IT innovators.
“Boosting London's tech and media workforce is key to driving the capital's economy and helping to create jobs and growth," he said.
The centre is focusing on new digital media projects, including the creation of interactive digital services for TVs, games consoles, smartphones and PCs; the development of the digital media experience on Amazon websites around the world; and the building of services and application programming interfaces (APIs).