West Ham quite simply must improve their attacking options this summer, if they are to make genuine progress and mount a sustained push for the Europa League spots next season.
Andy Carroll has proven to be unreliable from a fitness perspective during the entirety of his Hammers career, whilst Javier Hernandez's future at the London Stadium is uncertain to say the least.
West Ham also have the added problem of Manuel Lanzini being ruled out with a long-term injury, so the addition of someone who can play in either the attacking midfield area or as a more advanced forward will surely feature highly on Manuel Pellegrini's wish-list.
The 25-year-old enjoyed a superb season with the Robins last term, notching up 19 goals in 46 Championship outings, and he seems ready to take the step up to the next level.
Reid is incredibly quick, and is at his best when hanging off the shoulder of the last defender, although what makes him so hard to mark is the fact that he is also competent at dropping deeper into the number 10 slot and linking play between the midfield and attack.
For the price of just £10 million, the Hammers could secure themselves a relative bargain by bringing the Bristol City ace to the London Stadium this summer, and if he does swap Bristol for east London, he could become a real hit amongst the West Ham faithful.