Amazon signals that it wants in the meal-kits business

Blue Apron Braces for Amazon Intrusion; Shares Indicated 3.7% lower in Pre-Market Trading

Pricing will be key for any service going forward-Blue Apron's per-serving price is similar to that of partner meal kits on Amazon Fresh (about $9.99 per serving).

Amazon has already made a huge play in the food industry with its June 16 offer to buy organic foods giant Whole Foods Market for $13.7 billion.

In early Monday trades, Blue Apron shares plunged as low as $6.51, off more than 11 percent from Friday's close and almost 33 percent below their June 29 IPO price of $10 on the New York Stock Exchange. The tag line - "We do the prep".

A subsidiary of Amazon, Amazon Technologies Inc., signaled in a trademark application on July 6 that it may soon sell "prepared food kits composed of meat, poultry, fish, seafood, fruit and/or and [sic] vegetables.ready for cooking and assembly as a meal", TheStreet reported. "You be the chef".

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Why Amazon would decide to twist the knife in Blue Apron now is unclear. Blue Apron had to settle for $10, and that may still have been too high. Shares closed Friday at $7.36, or 26.4% below the IPO price. It has disrupted dozens of industries.

And that was before this morning, before Jeff Bezos decided that merely tripping Blue Apron coming out of the gate wasn't enough, especially when he can cut the company's legs out from under it. Revenue soared 133% to $759.4 million for Blue Apron past year.

What you're seeing hhere is the market hearing about Amazon's trademark, digesting the meaning of it, some quants trading the dip and then the sheer "fucked-ness" of Blue Apron overcoming that false bump. With or without Whole Foods Market, Amazon's already making a name for itself by delivering grocery items - often within an hour of being ordered - in select markets. Blue Apron shares are down 21.2% for the month to date while Amazon shares are up 3.5% for the period.

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