Amazon May Crush Blue Apron

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

"You be the chef", according to a filing with the U.S. Patent and Trademark Office.

Amazon, via its Amazon Technologies unit, filed a trademark application for prepared food kits on July 6, according to a listing from legal information site Justia.

Blue Apron's shares are down another 10% today, continuing a streak of mistrust and misfortune on the public markets since making its debut.

As Ruth pointed out, Blue Apron's customer acquisition costs are already out of control: "Blue Apron's marketing department is spending an exorbitant $94 per customer to get people to sign up for its service-and in the previous year, its customer growth rate has actually slowed". Amazon's interest in meal kits directly undermines that pitch.

This fresh ambition by Amazon will no doubt threaten meal-kits provider Blue Apron, which just recently listed on the public market.

Blue Apron shares tumbled more than 11 percent to $6.51, a drop of almost 35 percent since its June 29 initial public offering price of $10.

Representatives from Amazon and Blue Apron didn't immediately respond to CNBC's request for comment.

Blue Apron emerged as the leader in a competitive market for home-delivered, ready-to-cook meals, after a few of its rivals scaled back or closed up shop.

The Street earlier reported Amazon's trademark application.

Amazon already poses a major threat to the grocery industry, with plans to acquire supermarket chain Whole Foods. In the middle of Blue Apron's road show to investors ahead of the IPO, Amazon announced it would make a big bid for Whole Foods, basically stealing Blue Apron's thunder and giving it a massive question mark for its future.

The fall in share price value could have additional implications for the unprofitable meal kit-delivery company.

Since its initial public offering, though, shares of Blue Apron have tumbled.

Blue Apron fell 9.4 percent to $6.66 at 11:19 a.m., while Amazon rose less than 1 percent to $1,008.11.

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