Is Amazon Preparing to Broil Blue Apron?

APRN stock price

APRN stock price

Amazon has registered a USA trademark for what looks suspiciously like a meal-kit service with the slogan "We do the prep".

It's just the latest Amazon-fueled hit absorbed by the flailing Blue Apron, which took a cleaver to its IPO range in the week before pricing following Amazon's $13.7 billion acquisition of Whole Foods.

Besides Amazon, Blue Apron's rivals include HelloFresh and Plated, which both ship boxes to customer's doorsteps with raw ingredients needed to cook home meals. 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. It's a marketing truism that keeping a customer you already have is much cheaper than drumming up new ones.

Bale: No offer from Man Utd but I'm happy at Real Madrid
Bale - hampered by injuries in 2016-17 - continued: "I know it is hard to recover the position, but I am in Real Madrid for that". Ronaldo, 32, has been linked to former employers Manchester United and French champions Paris Saint-Germain.

Shortly after the opening bell, Blue Apron was trading at $6.52, down 11.3 percent.

Shares of Blue Apron (APRN) tanked to a record low Monday as reports surfaced that Amazon (AMZN) filed a trademark application suggesting it will enter the meal-preparation kit market.

Amazon already sells other companies' meal kits, including Tyson Foods Inc.'s (TSN) Tyson Tastemakers. And while Blue Apron reported in its IPO filings that it had 1 million subscribers averaging just over 4 orders each, the average order value fell from $59.28 in the first quarter of 2016 to $57.23 in the first quarter of 2017.

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