Meal-kit companies, which deliver boxes of pre-portioned ingredients and instructions on how to cook meals at home, are getting new competition from—who else?—Amazon.com Inc., which has expanded into that market.

That could be bad news for the leading meal-kit player online, the newly public Blue Apron Holdings Inc.

Blue Apron already competes with similar startups as well as grocery delivery services offered by Amazon’s Prime service and Whole Foods Market Inc.’s partnership with Instacart Inc.

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