Amazon.com launches AmazonFresh grocery service in San Francisco

Amazon.com Inc. is taking its AmazonFresh grocery delivery service into its third U.S. market, expanding into San Francisco after launching tests in Los Angeles and Seattle.

The AmazonFresh site is now live and accepting orders from select San Francisco zip codes.

Users have access to more than 500,000 products such as produce, personal care items and electronics. Also included: local goods from purveyors such as the San Francisco Fish Company.

Customers can sign up for a free 30-day trial, after which they will be charged $299 to join the Prime Fresh service, which includes Amazon’s Prime program.

Members can take advantage of free same-day and early-morning delivery for orders over $35. Orders placed by 10 a.m. will arrive by dinnertime; requests made by 10 p.m. will land by breakfast the next day.

Amazon opened a massive new Bay Area fulfillment warehouse east of Livermore in October. The Tracy facility is 1-million square feet.

AmazonFresh launched initially in Seattle in 2007 and didn’t roll out to Los Angeles until June.

In Northern California, the service may run into competitors such as Google Shopping Express, which launched a test run with free same-day delivery in the Bay Area in the spring.

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