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Amazon.com to Expand Food Delivery to All of Seattle

September 23, 2009 /

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Amazon.com Inc., saying it’s learned from the mistakes of supermarket-delivery failures, is expanding its fresh-grocery business to the entire Seattle metropolitan area in the next three months.

Amazon Fresh, the company’s grocery-delivery division, is keeping costs low by limiting advertising and not expanding into multiple cities at the same time, said Doug Herrington, Amazon.com’s vice president of consumables. That contrasts with Webvan Group Inc., the grocery business that went bankrupt in 2001 after expanding into 10 U.S. cities.

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