Blue Apron seeks IPO valuation boost despite Amazon-Whole Foods fears

As Amazon.com Inc. dives harder into food, Blue Apron Holdings Inc. is showing little fear in seeking a higher valuation.

Blue Apron APRN, +0.00% set the price range for its initial public offering Monday, which would give the company a $3.2 billion public market capitalization, notably higher than its last private valuation of $2 billion. The IPO target arrived just one business day after Amazon AMZN, +0.19%announced its intention to buy Whole Foods Market Inc. WFM, -0.73% for $13.7 billion, a move that suggests Amazon could aim for Blue Apron’s clientele.

Experts said Monday, though, that Amazon’s Whole Food move may not affect Blue Apron in the short-term and could even help the company.

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