Amazon is reportedly set to begin AmazonFresh grocery deliveries in New York, its first move to the US east coast. According to insiders the company could be set to roll out the service as early as next month, where it will compete with existing online retailers including FreshDirect, Peapod and delivery service Instacart.

Amazon has been preparing inventory in a warehouse in Avenel, New Jersey, a location around 20 to 25 miles from Manhattan. From there it is thought that the company could also target customers in New Jersey and Philadelphia over time, according to Re\code.

The company recently partnered with the US Postal Service to help deliver small grocery orders as part of a pilot in San Francisco.

Read more: AmazonFresh prepares to take on US east coast – IGD Retail Analysis