Blue Apron Holdings Inc (APRN.N), the biggest U.S. meal kit provider, raised $300 million as it went public on Wednesday, a third less than it had hoped, as Amazon.com‘s (AMZN.O) industry-changing deal to buy Whole Foods Market Inc(WFM.O) weighed on the sector.

New York-based Blue Apron said late on Wednesday its initial public offering of 30 million shares of class A common stock was priced at $10 per share, at the low end of the $10 to $11 per share range issued earlier in the day.

It lowered the estimate from a range of $15 to $17 after potential investors expressed concerns about the $13.7 billion Amazon deal as well as Blue Apron’s marketing costs and lack of profitability, people familiar with the matter said. They requested anonymity because the pricing negotiations were confidential.

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