Over the past couple years, Amazon has taken several steps to solidify their position in the health and wellness space. Last year, they began offering a grocery delivery service, AmazonFresh, exclusive to Prime members. Then they introduced a new high-tech grocery store experience, Amazon Go, where you can take whatever you want from a store without having to wait in a checkout line to scan every item. (The charges automatically show up in your Amazon account.) And, then, just last month they acquired Whole Foods for $13.7 billion, as the company's first go at the traditional grocery store market.
Now, the e-commerce giant has announced yet another large-scale project: They will be producing their own trademarked meal-delivery kits, giving services like Blue Apron a run for their money. While not much is known about the service, it is said to provide customers with "prepared food kits...ready for cooking and assembly as a meal," according to CNBC, and will include grains, rice, noodles, pasta, and bakery products.
Interestingly, this isn't the first time Amazon has ventured into meal-kit territory. Last year, they partnered with Tyson for a line of chef-inspired meal kits called Tyson Taste Makers. They're also responsible for delivering Martha's Stewart's branded meal-delivery kit, Marley Spoon.
While Blue Apron is still the most successful meal-delivery service in America, it and others like it aren't necessarily the most affordable way to meal prep and cook. But since Amazon is known for its affordable prices, they've positioned themselves well to penetrate this evolving and high-demand market.
"If Amazon wants to do meal kits, Amazon will do meal kits," Mark Bittman, a former investment consultant for Whole Foods, recently told CNBC. "Amazon will sell anybody anything they want to buy."