Earlier this week, we heard reports that Amazon had registered a trademark for a meal kit service with the slogan “We do the prep. You be the chef.”
Well, it looks like those kits are already available to some AmazonFresh customers. One customer said that he began noticing them in his shopping searches a week or two ago. So it looks like Amazon is charging ahead.
There are apparently 17 different options available including Tacos al Pastor with Pork, Veggie Burger with Harissa Aioli and Smoked Eggplant, along with Steak Au Poivre with Parmesan Fries and Snap Peas. Vegetarian options cost about $16 and other kits range up to $20 for two servings. These prices are comparable to the competition, HelloFresh and Blue Apron, where servings are around $9-$10 each. Now Blue Apron may be in trouble.
When news broke about Amazon’s plans to move in on their territory, Blue Apron’s stock fell more than 11 percent. That should show you the power of Amazon. Of course Blue Apron hit some rough patches in the last year with reports of safety and crime incidents at its fulfillment center. And its stock has performed poorly since its IPO last month anyway. Meanwhile, Amazon continues to add grocery-related services to its offerings. They are now a force in this market.