Two stunning first-half strikes from Anton Ferdinand and Yossi Benayoun secured a 2-1 victory against Fulham that sent Hammers up to ninth place in the Premiership on Monday night.
Ferdinand's blistering volley and Benayoun's delicate chip proved to be vital as Hammers sealed a third successive 2-1 win, with Heidar Helguson's 52nd minute strike proving to be just a consolation.
Alan Pardew made just one change to the team that started last week's 2-1 win at Aston Villa, as Benayoun returned in place of Shaun Newton on the right side of midfield. Tomas Repka appeared for the final time in a West Ham United shirt before his move to Sparta Prague, while Teddy Sheringham had recovered from a calf injury to take his place on the subs bench.
After new record signing Dean Ashton had been unveiled to the claret and blue faithful just moments before kick-off, it was the visitors who made the brighter start and indeed, might have opened the scoring inside the first five minutes.
First Brian McBride fired high over the bar from 12 yards out after a loose ball hadn't been cleared, then his strike partner Helguson met Elliott's corner with a point-blank header from eight yards out that seemed goal-bound until it struck his own team-mate Boa Morte and was cleared to safety.
Having survived the early scare, Hammers settled into their rhythm and, with Benayoun and Etherington beginning to enjoy space on the flanks, it appeared likely that the Upton Park crowd and Sky TV viewers were in for an entertaining and open game.
While goals may have been on the cards, though, no-one was quite ready for the sensational moment after 17 minutes that gave Hammers the lead. There appeared to be no danger for Fulham when goalkeeper Antti Niemi cleanly punched Benayoun's corner to the edge of the box, and certainly not when Harewood could only nod the loose ball to the edge of the penalty area, where Anton Ferdinand was positioned with his back to goal.
However, in one swift movement, the central defender swivelled and, with a technique that Pele in his prime would have been proud of, unleashed a blistering, dipping volley that gave Niemi no chance as it flew into the top corner of the net.
As an almost stunned crowd stood in unison to applaud a truly remarkable strike - and one that will surely make it on to the Match of the Day goal of the season shortlist at the end of the campaign - Anton celebrated as only he can, in sheer ecstasy and with a 'stylish' jig of delight.
Everyone inside Upton Park was still recovering from the moment when, on 28 minutes, Yossi Benayoun decided to present a case of 'anything Anton can do, I can do better'.
After Etherington's pass had reached the Israeli midfielder on the edge of the box, he turned Carlos Bocanegra one way, then the other, before executing a simply delightful chip that again left Niemi clutching at thin air as it dropped into the net to make it 2-0.
Benayoun almost made it three with a fierce, dipping drive six minutes before the break, but this time Niemi was equal to the effort, and the hosts went in at the break comfortably in control.
Having enjoyed their fair share of chances in the first-half, though, Fulham were certainly not about to give up the fight and, just seven minutes after the restart, they found themselves right back in the game with a goal from Helguson.
A long goal-kick was flicked on by McBride and a rare slip by Danny Gabbidon let in the Icelandic striker, who fired home a sweet left-footed strike from just inside the penalty area.
Three minutes later, the visitors came close to equalising, as a weak goal-kick by Carroll was seized upon by Helguson, who raced into the box but was brought down by a challenge from Konchesky that referee Uriah Rennie deemed to be fair.
On 61 minutes, Fulham introduced Tomasz Radzinski in place of Steed Malbranque, and the substitute almost netted with his first touch - a dipping 20-yard volley that Carroll superbly tipped round.
The Hammers keeper had to be alert again moments later to keep out a fierce drive from Boa Morte and, having weathered the Fulham storm early in the second half, the hosts might have extended their lead with 20 minutes remaining, as Zamora beat the offside trap and raced clear, but the striker stumbled in the area and the chance was gone.
Five minutes later, Zamora went even closer, meeting Etherington's deep cross with a firm header that struck the base of the post and went out for a goal-kick. The striker was then replaced by Christian Dailly as Hammers attempted to close out the game and, but for a couple of hopeful balls into the box that were bravely headed clear by the immaculate Ferdinand, Alan Pardew's men again held firmly onto their lead for a third successive 2-1 victory.
As the final whistle blew, the over-joyed Hammers fans paid tribute to the departing Repka, who was mobbed by his team-mates as they trooped off.
Two goal of the season contenders in the space of 11 first-half minutes, a Club record £7million transfer confirmed on the same evening, and another tremendous three points in the Premiership - it's certainly a good time to be a West Ham United fan!