Hims & Hers Health Inc. shares tumbled 22% Thursday, on concerns that Amazon.com Inc.’s latest push into healthcare will disrupt Hims & Hers’ business. Amazon One Medical launched a new service Thursday that offers upfront pricing for telehealth visits for a range of issues and ailments — including men’s hair loss,

Amazon acquired primary care provider One Medical for $3.9 billion in 2022, and fills prescriptions through Amazon Pharmacy. Medications are packaged in standard Amazon packaging, so nobody will know you’re ordering boner pills.

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,