Those doubts have hurt Blue Apron, the largest USA meal kit delivery company, which has seen its stock tumble since it went public earlier this month. It can also offer meal kits for in-store pickup, in addition to the kind of delivery subscription Blue Apron offers. But Amazon indicated plans to enter the market in a trademark application with the U.S. Patent & Trademark Office, dated July 6 and first revealed on Monday by TheStreet.
Amazon has registered a trademark in the USA for a service described as: "We do the prep. You be the chef" as a new trademark-further marks the online giant's intentions to shake up the way Americans buy groceries. The application for the registration explains that the service is going to provide "prepared food kits" which will be ready for assembly as a meal. At $59.94 a box, it includes recipes for 3 meals for 2 people which will directly compete with Amazon's trademark application.
Shares of the newly-public meat kit company dived again Monday morning following news that Amazon had applied to trademark the phrase, "We do the prep".
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Representatives from Amazon and Blue Apron didn't immediately respond to CNBC's request for comment.
Blue Apron's shares are down another 10% today, continuing a streak of mistrust and misfortune on the public markets since making its debut. Over the years, it has launched services like AmazonFresh and Pantry. When you combine that with slowing revenue growth, dismal customer retention rates, contracting margins, and rising expenses, Blue Apron becomes a high-risk stock for investors' money. 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.