Bit confused about how it works... walked past & there's always a huge queue ... if I buy a ticket online, I choose a time, so say i choose 4:30pm... do I then have to go & join the queue with the aim of being at the front of the queue at 4:30pm?? If so, roughtly what time should I aim to join the queue?
From memory, I think you are asked to arrive 30 mins ahead of the time on your ticket. When the Eye first opened you were pretty much guaranteed to have to queue for the 30 mins, if not slightly longer. The last couple of times I've been on the Eye it has been less busy and it has only taken 10-15 mins to get to the front of the queue. It doesn't matter if you get to the front of the queue ahead of your ticket time (or slightly after) as the tickets are simply used to regulate the flow of people.
The London Eye - Excellent - I have taken over 5000 guests there in last two years on our tours - the queue system excellent - matter of minutes - probably only around 10 minutes maximum - you should try a champagne flight! - the printed time is just a guide - I have had guests there one hour or more either side of the time and it causes no problem to anyone