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Blue Apron — the next big consumer IPO for 2017 — isn’t looking as good as it was just a few weeks ago.

The company said in an updated filing with the Securities and Exchange Commission that it would cut its IPO price range target to between $10 and $11 per share, down from between $15 and $17 per share. Normally these price ranges move around, but this is a pretty significant haircutcut for a company that looked like it was having a better 2017 aside from heavy burn on marketing and growth.

If the company priced at $10 it would put its valuation just under $2 billion (including the option for underwriters to purchase additional shares, or the “greenshoe”). That was Blue Apron’s valuation in 2015 when it raised $135 million in a venture financing round. Sometimes this is a set up for an IPO pop the next day — investors and the companies like to see around a 20% bounce or so — but it still means that the reaction from investors may have been more tepid than expected.

It can be easy to point to Amazon’s massive $13.7 billion bid for Whole Foods nearly two weeks ago as a major sticking point for Blue Apron’s IPO. Whole Foods would immediately give Amazon hundreds of nodes in residential and metropolitan areas that have the capability of handling fresh food and produce. That’s no doubt a huge question mark for Blue Apron going forward. But Blue Apron’s challenges go beyond a competitor like Amazon and were already somewhat apparent in the company’s financials when it first filed to go public.

In the first quarter of 2017, Blue Apron lost more than $52 million on revenue of around $245 million. That’s almost as much as it lost in all of 2016 — when it burned through $54.8 million — as it began aggressively spending on growth. One of Blue Apron’s problems, in particular, is branching beyond metro areas where the brand is well known among younger audiences. That requires a ton of marketing spend, as well as looking into marketing in…

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