Amazon to expand Fresh to new markets

Amazon (NASDAQ:AMZN) plans to expand its Fresh grocery delivery service to new markets including Boston and the U.K., according to Recode.

Fresh lets shoppers order a complete range of groceries including fresh produce and other perishables. It's available to members of Prime for $299 which includes the features offered with the $99 annual fee, such as streaming video and two-day shipping.

Rollout and adoption of Fresh has gone in fits and starts. The program launched in 2007 and nine years later is available in just five states: parts of Washington, California, New Jersey, New York City and Philadelphia.

New markets haven't been added in more than a year, but that could be about to change as the new markets come online.

The addition of Boston expands Amazon's Fresh reach into one new U.S. market, where online grocery is new to most shoppers.

Online sales represent just 5 percent of all the groceries purchased annually in the United States, but it's growing fast. Everyone from e-commerce pure plays to traditional markets are developing programs, partnering with or investing in third-party delivery services.

There's a lot at stake as retailers vie for their share of the growth expected as consumer adoption ramps up.

For more:
- see this Recode story

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