NEW YORK – CNBC reports that Amazon is expanding its Amazon Fresh grocery delivery service to New York City, a move that suggests the retailer is “dead serious” about becoming a legitimate player in the $600 billion grocery industry. 

The Amazon Fresh service will kick off in the Brooklyn neighborhood of Park Slope, before expanding to other neighborhoods in the borough. At launch, the service will only be available to residents who are members of Amazon's Prime program. CNBC adds that these customers won't pay extra delivery fees for Amazon Fresh orders through the end of 2014, but will have to upgrade to a $299 membership program called Prime Fresh if they want to continue using the service in 2015.

The news source notes that Amazon Fresh will face competition from the already-established local online grocer Fresh Direct, as well as startups such as Instacart, which recently partnered with Whole Foods. Google also operates a same-day delivery business in New York City, but it does not sell fresh, perishable grocery items.

Editor’s note: What happened to AmazonTote?