Markets

Amazon deals yet another huge blow to Blue Apron

Amazon deals yet another huge blow to Blue Apron

If that isn't sufficient evidence that Amazon is preparing to enter the space, the product's tagline reads: "We do the prep. You be the chef." - leaves little question about the market that the e-tail juggernaut is gunning for here.

"Look, you just have to hope that you don't wake up in the morning and see Amazon has made a decision to get in your business", Cramer said on "Squawk on the Street".

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. The trademark application was filed by Amazon Technologies, an Amazon subsidiary. Blue Apron's stock closed Friday at $7.36 per share, down almost 10 percent for the week.

A German Blue Apron competitor, HelloFresh, is also reportedly mulling an IPO.

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Blue Apron's stock sank 11% to $6.57 as of 9:53 a.m. ET.

Important to note, Amazon.com now carries meal kits by other third parties, including Tyson Foods ' Tyson Tastemakers and Martha Stewart's Marley Spoon. Just last week, the stock closed at a new low after an analyst slapped Blue Apron with a $2 price target, citing difficulty with the business ever becoming profitable. Martha Stewart is even offering meal kits on Amazon Fresh, the company's grocery delivery service.

It may be some time before we see Amazon-branded meal kits online, but the competition is already feeling the heat. Most meal kits on Amazon Fresh are now priced between $10 and $24 and include ingredients for at least two servings.

"If Amazon wants to do meal kits, Amazon will do meal kits", Mark Bittman, who's served as a consultant to activist investor Jana Partners on Whole Foods, recently told CNBC.


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