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The rumours have been doing the rounds for several months, and this week gained a lot more traction following a Reuters report citing a consultant said to be familiar with the plans – Amazon is set to expand its fresh food e-commerce service AmazonFresh to Los Angeles and San Francisco in the first stage of what will eventually be a nationwide roll-out. The operation has so far been limited to Seattle, where the company has had to invest in trucks and drivers, and observers question whether its plans may be a step too far.