Danny Ings faces weeks on the sidelines after suffering a knee injury on his West Ham debut.
Ings was immediately thrown into action in the 2-0 victory over Everton on Saturday, emerging as a substitute in the 72nd minute.
Now, though, The Guardian reports that Ings injured his knee in a late challenge towards the end of the game.
He is expected to miss the upcoming Premier League fixtures against Newcastle and Chelsea.
Ings was never available for the FA Cup fourth round clash against Derby, having already featured in the competition for Villa.
It is understood the Hammers hope Ings may return for the trip to Tottenham on February 19, although the visit of Nottingham Forest on February 26 could be more likely.
The former Burnley and Liverpool striker has struggled with long-term knee injuries in the past, but this problem is not thought to be connected.
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West Ham have struggled for goals this season and find themselves in a relegation battle.
Ings’ absence is an untimely blow for the club, who signed him as emergency back up for the injured Gianluca Scamacca and misfiring Michail Antonio.