Markets

Meal Kits Take Amazon Deeper Into America's Kitchens

Meal Kits Take Amazon Deeper Into America's Kitchens

"You be the chef", according to the U.S. Patent and Trademark Office records.

Last week, shares of Zillow went down after reports of Amazon launching its own real estate referral service surfaced. In fact, just days after Amazon filed the trademarks, Blue Apron's stocks plummeted, falling by at least 10 percent (though any correlation is purely speculative).

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 past year, its customer growth rate has actually slowed".

Amazon already offers third-party meal kits from Tyson through its AmazonFresh service. "The Blue Apron customer is also a Prime member, so the meal kit business is relatively low hanging fruit for Amazon", he said.

Amazon is planning to acquire Whole Foods for nearly $14 billion, a move that put the fear of Bezos into much of the retail and grocery sector.

Other slogans like "We prep". In just the span of a few years, Blue Apron has exposed a business that generated almost $800 million in revenue in 2016 and was able to eke out a small profit in the first quarter that year. "You cook" and "No-line meal kits" were also applied for trademark by Amazon, according to TechCrunch.

Shares of Blue Apron, already limping after a disappointing public offering just as Amazon acquired Whole Foods, got clobbered on the news.

Representatives from Amazon and Blue Apron didn't immediately respond to CNBC's request for comment. It seems only logical that Amazon would be watching an area like this very closely, and buy buying Whole Foods, may see an opportunity to pick off that now-low hanging fruit.

IPO in late June couldn't have come at a worse time. Shares closed Friday at $7.36, or 26.4% below the IPO price.

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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