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Amazon.com is expanding its online grocery delivery program to Brooklyn's well-heeled Park Slope neighborhood on Friday, giving the No. 1 U.S. online retailer a foothold in one of the wealthiest and densest markets in the United States. The AmazonFresh program, which offers same-day or next-day delivery on more than 500,000 items including fresh and frozen groceries, will soon expand to other areas in Brooklyn. The move is part of Amazon's slow build-out of its "Fresh" program, targeting one of the largest retail sectors yet to be upended by online commerce. Amazon declined to say if it will expand to Manhattan or other parts of the New York metro area. "Currently, we are offering AmazonFresh in Brooklyn and will continue being thoughtful and methodical in our expansion," an Amazon spokeswoman said in an e-mail. Groceries have proven to be one of the toughest sectors for technology companies to manage, and Amazon faces competition from established companies like FreshDirect as well as fast-growing startups like Instacart.
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