AmazonFresh served up in the U.K.

Amazon has expanded its food delivery service to London.

This is the first international site to get AmazonFresh, a service that the online retailing giant started in 2007 in Seattle. Since then several other cities and areas including Northern and Southern California, New York, Philadelphia, Stamford, Conn., and Baltimore have the service.

Amazon Prime members in 69 Central and East London postcodes can sign up now for a 30-day free trial of AmazonFresh. After the trial period, the service is about $10 U.S. monthly with unlimited delivery for orders above about $58. In the U.S., AmazonFresh requires a $299 annual fee that includes the other Prime services (orders for more than $50 are free).

Amazon has been delivering food to U.K. homes since 2010, but AmazonFresh lets shoppers order a week's worth of groceries from local stores and suppliers and have it delivered the same day.

"The bar in grocery retailing is exceptionally high. The supermarkets and grocers  are amongst the very best retailers in the world," said Ajay Kavan, vice president of AmazonFresh, in a statement. "We are launching with a comprehensive offer in a limited area and will take our time to hone and improve our service based on our learnings and feedback from  our customers. We will be very methodical and considered in how we roll this service out further in the UK."

On AmazonFresh's list of products available for delivery in London are fresh fruit and vegetables, meat, seafood, baked goods and dairy products. Major brands include Morrisons, Coca-Cola, Kellogg's, Danone, Warburtons, Walkers and local London providers include Gail's Artisan Bakery, C.Lidgate, FishWorks, Paxton & Whitfield, Konditor & Cook, Bad Brownie, and  Turnips.

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