GeekWire: Amazon or Blue Apron? Tech giant could soon deliver meal-kits

GeekWire: Amazon or Blue Apron? Tech giant could soon deliver meal-kits

GeekWire: Amazon or Blue Apron? Tech giant could soon deliver meal-kits

While the effort could boost Amazon's grocery business and challenge Blue Apron, it could also hamper Martha Stewart's Amazon-affiliated service. Blue Apron happens to be one of those services.

Since its IPO, Blue Apron stock has fallen almost 30%.

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

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.

Note: This report pertains to Amazon Fresh and meal kits in the U.S., but presumably the United Kingdom would be next in line if Amazon made a decision to go down this route. In the wake of their $13.7 billion deal to buy Whole Foods and a partnership with Olive Garden, the mega-company has filed trademarks for a possible line of meal kits.

Blue Apron went public shortly after the Whole Foods acquisition was announced, pricing at the bottom of an already slashed valuation. And while the meal kit category is fraught with problems-including reports of high churn rates as consumers wrestle with food quality, high prices and the reality that even a meal kit requires some preparation-Amazon's announcement is an indication that it could grow beyond its tiny niche among Millennials.

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

Thanks to the stock plunge on Monday, Blue Apron is now worth about $1.3 billion.

Online grocery shopping still accounts for just about 7% of all grocery orders, although observers expect adoption in the increase dramatically: Nielsen expects that share to rise to 20% by 2025.

Since its initial public offering, though, shares of Blue Apron have tumbled. That's less than what the company was worth when it operated as a private "unicorn" in 2015.

On Monday it dropped 84 cents, or 11.4 percent, to $6.52 while Amazon added $8.68 to $1,010.49.

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