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8/3/2007 Seattle-- Online retailing giant expanded its food delivery service yesterday in a pilot that includes fresh foods, dubbed Amazon Fresh, reports Progressive Grocer.

Amazon launched the service in the Seattle suburb of Mercer Island, and may soon expand to nearby Bellevue and Kirkland, according to a report by the Seattle Post-Intelligencer.

The service is an escalation of Amazon's food presence, which started with a dry grocery e-commerce and delivery service last summer. The fresh program includes offerings such as organic and non-organic fruits and vegetables, dairy products, ice cream, meat, fish. Other grocery categories being offered by Amazon include health and personal care items, cereal, chips, and soda.

Customers can have the products delivered the next day during a one-hour time slot of their choosing.

Unlike its traditional non-fresh delivery service, which relies on courier services and the U.S. Mail, Amazon Fresh uses its own refrigerated trucks to deliver goods directly to the doors of customers.

(Contributed by The Gourmet Retailer)