Affluent hipsters in the Park Slope area of Brooklyn, New York, will now have another option for grocery delivery.

AmazonFresh, the online retail giant's food delivery service, started offering deliveries in Park Slope on Friday, the company confirmed on its website:

Image: Amazon

Re/code reports that Amazon plans to expand its delivery service to other parts of Brooklyn.

Amazon has been taking its time rolling out AmazonFresh. The company launched the service in 2007 in Mercer Island, Washington, near the company's Seattle headquarters. The company later expanded service in other Seattle suburbs and launched in parts of Los Angeles last year.

For those in the coverage areas, Amazon offers same-day deliveries for orders placed before 10 a.m. local time and next-day deliveries for orders placed after 10 a.m.

The service is available for Prime members for $299 a year for deliveries of $35 and more. Amazon is also offering a free trial for customers though the end of the year.

In New York, Amazon will bump up against FreshDirect, a grocery delivery service that services the New York metropolitan area plus parts of Long Island and New Jersey. Perhaps more pressingly, Amazon will also vie with Google's Express same-day delivery service. Google has partnered with popular New York-area supermarket Fairway for that venture.