The present invention provides methods and DNA constructs for the genetic engineering of plant cells to produce plants which produce substantially seedless fruit in the absence of exogenous growth factors (auxins or cytokinins) and in the absence of pollination. The substantially seedless fruits produced by the methods described herein are about the size of wildtype seeded fruit (or somewhat larger) and these fruits are equal to or superior to the wildtype seeded fruit with respect to solid content and flavor. The seedless fruits of the present invention are produced in transgenic plants which contain and express auxin or cytokinin biosynthetic genes, e.g., tryptophan oxygenase or isopentenyl transferase coding sequences expressed under the regulatory control of GH3 or AGL promoter sequences directing preferential or tissue specific expression of a downstream gene in the ovaries or developing fruit.