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

The tech company’s prices appear set to undercut the long list of competing telehealth companies that rely on aggressive marketing campaigns to sell low-cost generics online.