In December 2016 (!) you will be able to travel from London to Amsterdam non-stop.
The Press Release indicates that the service will run from London to Brussels, Antwerp, Rotterdam, Schipol and then Amsterdam Central. The journey time is estimated at 4 hours.
As I live close to the departure point for the Eurostar in London, this would be quite a good way to get to Amsterdam. Of course, ticket prices and timings will be key to the success of the new route.
At present you can use both Avios and American Express Membership Rewards points to get tickets, or of course, pay for them in one of their regular sales.