Shares of Hims & Hers ($HIMS) plummeted nearly 15% on Thursday after Amazon.com, Inc. ($AMZN) launched its new Amazon One Medical Pay-per-visit telehealth service, which Citi analysts believe poses a significant threat to Hims’ core offerings.

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.

Shares of Hims & Hers Health slumped 15% on Thursday after Amazon.com launched a rival service that offers upfront pricing for telehealth visits. Amazon said it is introducing low, upfront pricing for a clinical visit,

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,