Amazon.com selling veggies, eggs, more under pilot

LOS ANGELES (Reuters) - Amazon.com is going to the farm -- literally -- under a pilot program to sell fresh food like eggs, vegetables and fish.

The company that began in 1995 as the world's biggest bookstore confirmed on Thursday that it kicked off the program, AmazonFresh, in the Seattle, Washington, enclave Mercer Island by invitation only on Wednesday.

"It's up and running," said spokesman Craig Berman. "People are ordering and trucks are delivering." He would not speculate, however, on when the program would be expanded.

"When we feel we are ready to add neighborhoods and add more customers to the invite list, and we can provide those customers with a great experience then we will do so," he said.

Some of the items available on AmazonFresh include a bunch of organic carrots with leafy tops for $1.79 and a 5 ounce steak for $1.99.

Nonperishable items, already sold on Amazon.com, will also be available through AmazonFresh.

Daytime shipping is free with a $50 minimum purchase, while predawn shipping is free with a $25 minimum order. Delivery for purchases below minimums is $9.99. Customers may also pick up their goods at an assigned station.

"We have 12 of our own trucks that will deliver the products to customer doorsteps," Berman said. "We even bring them inside to your kitchen."

Berman said repeated requests from customers for perishable groceries prompted the pilot program.