Blue Apron - described by TechCrunch as “an example of a complex business that can face significant challenges acquiring and retaining customers, as well as one that faces an existential threat from Amazon” - has decided to lay off six percent of its workforce.

According to the story, “These layoffs hit both the company’s corporate offices and fulfillment centers and will add up to hundreds of jobs. Blue Apron said it had 5,393 employees on June 30 this year, which, depending on the number of employees the company still has, will still probably amount to more than 250 layoffs.”

KC's View: Tough times for Blue Apron, which has seen its share price drop pretty consistently since its IPO, in part because Amazon is rumored to be getting into the meal kit business in a big way. Meanwhile, rival Plated is being acquired by Albertsons, which is going to give it a lot more firepower.

My sense is that this is just one more pothole in a long road for Blue Apron.