Blue Apron Falls After Amazon Files for Meal-Kit Trademark

Blue Apron's Stock Is Getting Crushed Amid Reports Of Amazon Meal Kit Trademark

Blue Apron's Stock Is Getting Crushed Amid Reports Of Amazon Meal Kit Trademark

Amazon already sells some meal kits by Tyson Foods (see above) and Martha Stewart.

Amazon's acquisition of Whole Foods means the company will soon have access to top-notch food sourcing and distribution, which will undoubtedly make it easy to compete with Blue Apron in the meal-kit market.

The Amazon service plans to focus on "ready for cooking and assembly" meals composed of meat, poultry, fish, seafood, fruit and vegetables, according to the paperwork.

Amazon is clobbering Blue Apron's stock again. While it's unclear if Amazon Fresh will take over Whole Foods' existing grocery delivery service, there's a good chance that any meal kits offered by Amazon could also be prepared and delivered via Whole Foods locations. "You be the chef" - makes it sound an terrible lot like 5-year-old Blue Apron, and similar meal-kit delivery services. Both meal kits are sold through AmazonFresh. The trademark application was filed by Amazon Technologies, an Amazon subsidiary.

Amazon's massive customer base, including some 85 million Amazon Prime subscribers, could punch a serious hole in the plans of Blue Apron and other startups seeking to play in the meal delivery business.

The application tagline is "We do the prep". The stock was down another 10 percent Monday morning and dipped below $7.00 per share for the first time ever as investor concerns may have been confirmed. Amazon's interest in meal kits directly undermines that pitch. Most meal kits on Amazon Fresh are now priced between $10 and $24 and include ingredients for at least two servings. And Martha Stewart partnered with Marley Spoon, a subscription meal delivery service, to convert Stewart's 18,000 recipes into meal kits called Martha & Marley Spoon. Considering Amazon is known for affordable prices on all sorts of products, it's possible that the company will create cost-effective meal kits to feed families and groups of more than two people.

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