Amazon Launches Amazon Elements Diapers and Baby Wipes
Posted on December 4, 2014
Amazon has announced the launch of a new product line called Amazon Elements. The products will be available exclusively to Amazon Prime members. The first products available under Amazon Elements are diapers and baby wipes.Entering the diaper and baby wipes market puts Amazon directly in competition with the manufacturers of baby and beauty products that it carries in its online store. This is not a first for Amazon. It also carries the AmazonBasics line which includes computer and mobile accessories and small electronics. Amazon also competes with publishers by publishing its own books. However, this is Amazon's first entry in the baby market. Amazon.com's move to offer its own in-house baby brand may be unique online but it is very common in retail. Many department stores, drugstores and supermarkets carry their own product lines which they stock on store shelves next to name brands.
Re/code reports that Amazon's entry into the baby market will confirm some merchant's biggest fears. Amazon's diapers are currently priced lower than competitor brands such as Huggies and Pampers. However, there is the Prime membership (currently $99 a year) which needs to factored in.
Sunny Jain, Amazon.com Consumables Vice President, says in a statement, "The two things customers told us they want are premium products that meet their high standards, and access to information so they can make informed decisions, Amazon Elements offers both. We've leveraged our strengths in technology to bring customers an unprecedented level of information about these products, all with just the click of a button. We're excited to offer Amazon Prime members added selection, beginning with diapers and baby wipes."
The Amazon Elements diapers are manufactured in Canada with the diaper fluff sourced from Alabama forests. The baby wipes are made by Nice-Pak Products in Mooresville, Indiana. The Amazon Elements products can be found here on Amazon.com.