NEW YORK (TheStreet) -- Shares of Shutterfly (SFLY) - Get Report were tumbling 11.17% to $44.84 on heavy volume late Wednesday afternoon as (AMZN) launched a new photo printing service.

The new service is called "Amazon Prints" and includes photo books and photo prints. The Seattle-based e-commerce company said stationary and calendars were coming soon.

Shutterfly is a Redwood City, CA-based online image publishing service that offers photo books, photo cards and stationary.

More than 1.04 million of the company's shares changed hands so far today vs. its average volume of 263,119 shares per day.

Shares of were higher in late-afternoon trading.

Separately, TheStreet Ratings Team has a "Hold" rating with a score of C on Shutterfly stock.

The primary factors that have impacted the rating are mixed. The company's strengths can be seen in multiple areas, such as its solid stock price performance, impressive record of earnings per share growth and revenue growth.

But the team also finds that the company's cash flow from its operations has been weak overall.

Recently, TheStreet Ratings objectively rated this stock according to its "risk-adjusted" total return prospect over a 12-month investment horizon. Not based on the news in any given day, the rating may differ from Jim Cramer's view or that of this articles's author.

You can view the full analysis from the report here: SFLY

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