The meal-kit delivery service - which was forced to slash its IPO price by a third last month on worries about a threat from Amazon's merger with Whole Foods - saw its shares hit again Monday on news that Amazon is planning to launch its own meal-kit delivery service. And it describes the service as "Prepared food kits composed of meat, poultry, fish, seafood, fruit and/or and vegetables and also including sauces or seasonings, ready for cooking and assembly as a meal".
Any Amazon meal kits to come in the future will likely be sold through Amazon Fresh, the company's online grocery ordering and delivery service.
Amazon has registered a trademark in the USA for a service described as: "We do the prep". Blue Apron is the largest meal kit provider in the USA, followed by HelloFresh, and this is the second hit the company has taken recently.
Since its initial public offering, though, shares of Blue Apron have tumbled.
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Meanwhile, Amazon's proposed acquisition of Blue Apron helped triple the value of IMPINJ Inc (NASDAQ: PI), a provider of readers and gateways that enable wireless connectivity and software that delivers Item Intelligence from endpoint reads.
This fresh ambition by Amazon will no doubt threaten meal-kits provider Blue Apron, which just recently listed on the public market.
Blue Apron holds the title as the largest meal-kit provider in the USA, followed by German-based HelloFresh.
Representatives from Amazon and Blue Apron didn't immediately respond to CNBC's request for comment.