As London’s build-to-rent (BTR) sector grows, developers and investors seek to optimise amenities to enhance rental value and attract tenants. However, a key question remains: Do more amenities drive higher rental values, or do tenants prioritise location, quality, and affordability? This research examines whether a tangible relationship exists between amenity offerings and rental pricing in the London BTR market. Developers often invest in communal facilities — gyms, lounges, co-working spaces — assuming they justify higher rents and improve occupancy. Yet, little empirical evidence confirms this, raising doubts about whether these investments yield financial returns. This study analysed BTR developments in four locations across London — Canary Wharf, Stratford, Elephant and Castle, and Croydon — to assess amenity trends, market segmentation, and tenant preferences. Beyond pricing, we explored how renters weigh amenities against living space quality, especially in a market where affordability is a growing concern. These insights will help BTR developers, investors, and policymakers refine amenity strategies to better align with tenant demand and ensure long-term market sustainability.