Hims & Hers Health Inc. shares tumbled 22% Thursday, on concerns that Amazon.com Inc.’s latest push into healthcare will disrupt Hims & Hers’ business.

Shares of Hims & Hers slid after Amazon.com said it would offer cheap treatments for concerns like hair loss, skin care and erectile dysfunction, directly competing with the telehealth startup. Amazon on Thursday launched the treatments through its One Medical telehealth service,

Amazon acquired primary care provider One Medical for $3.9 billion in 2022, and fills prescriptions through Amazon Pharmacy. Medications are packaged in standard Amazon packaging, so nobody will know you’re ordering boner pills.

Hims & Hers Health Inc (NYSE:HIMS) shares are trading lower in possible response to Amazon.com Inc's (NASDAQ:AMZN) new upfront pricing for telehealth visits and treatment plans.

Shares of Hims & Hers Health, Inc. (HIMS) dropped over 15% Thursday following Amazon’s announcement of new telehealth treatment options aimed at providing low-cost care for a range of health and beauty concerns,

The tech giant said it would offer upfront, monthly pricing for customers seeking consultations and medications for five conditions including erectile dysfunction and men’s hair loss.