[Updated with comments from Amazon]

AmazonFresh, the giant online retailer’s service that delivers everything from Granny Smith apples to shampoo to a digital camera right to your home, has expanded into San Diego.

The service is now available throughout Southern and Northern California, as well as the Seattle area.

Amazon-watchers believe Fresh is getting ready to expand eastward this year, following a five-year test run in Seattle and operations since last year in Los Angeles and San Francisco.

New York City, in particular, is expected to be an AmazonFresh market before the end of this year. But the retailer won’t exactly be moving into virgin territory, since New Yorkers already have a choice of FreshDirect, Instacart, and Peapod for groceries, and eBay Now for a variety of products.

An Amazon spokeswoman told VentureBeat that, while she couldn’t comment on the product roadmap, “as we continue to expand our fulfillment center network, we will evaluate if AmazonFresh makes sense in other markets.” She added that the company is “very pleased with the interest from customers in Seattle, Northern California and Southern California.”

Users shop on the AmazonFresh service via the website or a mobile app. It provides free, same-day and early morning delivery for orders of more than $35, chosen from over half a million items.

If customers are looking for something to read or watch while they munch, they can also select from Amazon’s more customary products, like books or consumer electronics, as well as packaged foods, meats, and fresh produce.

“Place your order by 10am and have it by dinner,” the website says, “or by 10pm and have it by breakfast.”

Via Re/Code

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