NEW YORK (TheStreet) -- Shares of GoPro (GPRO) were tumbling 13.82% to $10.29 on Friday morning after the maker of action cameras reported weaker-than-anticipated results for the 2016 third quarter and gave a downbeat forecast.
"These are niche products that turned out to be commodities. That's what they turned out to be," TheStreet's Jim Cramer said on CNBC's "Squawk on the Street" this morning, referring to products from companies like GoPro and Fitbit (FIT)
When asked if this was a surprise, Cramer said that these companies presented themselves as having broad products that were propriety.
Additionally, Cramer mentioned that GoPro had a "fight" with Amazon (AMZN).
"GoPro stopped selling the Hero5 (camera) on Amazon. They said, listen, you're discounting us too much. Let's think, who has had a fight with Amazon that's really paid off?" Cramer asked.
Cramer likened GoPro fighting Amazon to a Division III football team playing the Dallas Cowboys.
"It's a Division III team GoPro," Cramer contended.
Separately, TheStreet Ratings Team has a "Sell" rating with a score of D on GoPro stock.
The company's weaknesses can be seen in multiple areas, such as its feeble growth in its earnings per share, deteriorating net income, disappointing return on equity, weak operating cash flow and generally disappointing historical performance in the stock itself.
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.