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MarketWatch First Take: Investors lose appetite for Blue Apron IPO thanks to Amazon, customer data

Investors have lost their appetite for the initial public offering of meal-kit delivery company Blue Apron, fearing the emergence of Amazon.com as a competitor with its acquisition of Whole Foods.

Late Wednesday, New York-based Blue Apron Holdings APRN, +0.00%priced its shares ahead of its initial public offering at $10 a share, at the low end of the price range, and giving it a total valuation of $1.9 billion, below its most recent valuation of $2 billion at its last funding round. Blue Apron joins the growing number of “unicorn” companies going public at valuations below their most recent private valuations.

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