Shares of Hims & Hers Health slumped 15% on Thursday after Amazon.com launched a rival service that offers upfront pricing for telehealth visits.

Shares of telehealth services provider Hims & Hers (NYSE:HIMS) fell 17% in morning trading Thursday after Amazon (NASDAQ:AMZN) announced it was launching an expanded pay-per-visit telehealth service,

Amazon One Medical is rolling out a new service to provide Prime members access to clinical treatments for common health and lifestyle conditions like men's hair loss and anti-aging skin care. | Amazon One Medical is rolling out a new service to provide Prime members access to clinical treatments for common health and lifestyle conditions like men's hair loss and anti-aging skin care.

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,

Hims & Hers (HIMS) fell 22% after Amazon (AMZN) announced it was entering the hair loss and erectile dysfunction treatment markets through its telehealth unit. Read more here.

Amazon announced Prime members can access new upfront pricing to treat five common conditions like erectile disfunction and men's hair loss.