However, meal kit companies, like Blue Apron, still felt that Amazon's acquisition of prime brick-and-mortars stores all over the country wouldn't get in the way of their meal kit model. The service will provide customers with "prepared food kits. ready for cooking and assembly as a meal", according to company's application, which was filed July 6. That left some thinking it could be a good partner for Whole Foods Markets - until Amazon moved, two weeks after Blue Apron filed its prospectus, to buy the retail chain, limiting Blue Apron's options. Amazon's trademark touts, "We do the prep".
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The Times of London earlier spotted Amazon's trademark filing.
Salzberg, 33, co-founded Blue Apron five years ago.
Concerns about competition forced Blue Apron to take the rare step of slashing its initial public offering price before going public on June 29. Shares of Blue Apron now trades below its IPO price of $10 per share, a decline of about 33%. In the wake of that bit of news, Blue Apron's stock has dropped to its lowest point ever, down more than 9%, according to CNBC.
Online grocery shopping still accounts for just about 7% of all grocery orders, although observers expect adoption in the U.S.to increase dramatically: Nielsen expects that share to rise to 20% by 2025.
Blue Apron has a lot to prove now and show Wall Street that it's not just a niche business that makes sense as part of a greater delivery empire like Amazon. Some firms declined to lend the company money because it was seen as too risky, while others weren't willing to extend as much as was requested, said the people, who asked not to be identified discussing a private matter.
Amazon shares rose almost 1 percent to $1010.93 on Monday, up 4.4 percent for the month, while Blue Apron shares were off about 30 percent for July.