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 announcement is Amazon’s most recent move into the pharmacy space Amazon Amazon continued its move into the pharmacy sector Thursday, announcing that it’s taking on the problem of surprise medical bills and offering a new service that offers low-cost treatment for lifestyle conditions like hair loss and anti-aging skin care.

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.

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 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,