Amazon announced Prime members can access new upfront pricing for treatment of five common conditions such as erectile disfunction and men's hair loss.

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,

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.