LOS ANGELES -- Amazon.com is banking that customers would like to order fresh eggs, veggies and fish via the Internet, Reuters reports. The online retailer kicked off a pilot program called AmazonFresh, by invitation only, in the Seattle area last week.

“It’s up and running,” said Amazon.com spokesman Craig Berman. “People are ordering and trucks are delivering.” No news as to when the program would expand to other locations and cities. “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.”

Some of the fresh items available to customers include organic carrots and a 5-ounce steak, in addition to nonperishable items already available on Amazon.com.

Repeated customer requests for perishable grocery items was the impetus behind AmazonFresh. If AmazonFresh does expand its service, it would compete with online grocers Peapod.com and various regional services.