Amazon is launching its grocery delivery service AmazonFresh in New York on Friday, according to a report from Re/code, which previously reported that the launch was coming this month.

Amazon first introduced the service in Seattle last year, before expanding it into California areas like Los Angeles and San Francisco. This would be the first the East Coast has seen of it.

According to the report, AmazonFresh will only be available in the Park Slope neighborhood in Brooklyn before expanding to other neighborhoods. It says food for the service is stored in a new warehouse in Avenel, New
Jersey, which is roughly 20 miles away from Park Slope.

The movie signals just how serious Amazon is about becoming a player in groceries, and follows the recent launch of its other grocery service Prime Pantry.

AmazonFresh is only being offered to Prime members as well, and while there won’t be delivery fees throughout the rest of the year, members will reportedly have to switch over to a “Prime Fresh” program in 2015.

The New York launch also comes as Amazon is said to be getting ready to open up a brick-and-mortar store in Manhattan, where it would handle various customer services and sell Amazon hardware such as phones, tablets, and Kindle devices.

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