Amazon is entering the online perishables arena with its new project AmazonFresh.com , a special part of Amazon, dedicated to online ordering and delivery of perishables. The service is only available in the Seattle area for now. You have to register using your Amazon profile, but you also have to apply for a special code, which you have to enter only once, the first time you login.

AmazonFresh, if it expands, will have to compete with services such as Peapod.com, FreshDirect.com and YourGrocer.com, which services the New York area.

Amazon claims order are coming in and trucks are filled and delivering, in the early morning, even before dawn, which is very convenient if you need your groceries early to get started preparing food for the family. Prices are competitive, or so they say anyway. You’d have to actually order some groceries and get the real picture.

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…

Apart from books, electronics and other consumer goods, Amazon is clearly taking a big move by entering into the perishables business. If they indeed provide good service and maintain high quality of products, this service should receive a nice welcome from people who are busy, and need to save time on chores.

Weekend markets are fun though. I like to browse around and feel the fresh scents and aromas, and see all the different vivid colors, and touch all the different fruit and vegetable textures, but I guess if you live in a larger city area, and are a busy bee every day, grocery shopping may be a lot less enjoyable, and you need a service like AmazonFresh.

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