Amazon Wants To Carry Your Load, Gets Into Branded Diapers And Wipes Business

It seems those days that Amazon has a hand in everything. The company makes its own line of eReaders and tablets, it has an [unsuccessful] smartphone under its belt, it produces two streaming media devices, and it provides streaming movie and music services. This is all, of course, in addition to Amazon’s core business as the world’s largest online retailer.

Amazon is now looking to expand its reach with the announcement of Amazon Elements, a new line of products that the company says covers “everyday essentials.” Amazon is also taking the critical step of letting consumers know up front what ingredients are included in the products they purchase, including where they are sourced.

“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,” said Sunny Jain, Amazon’s VP of Consumables. "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.”

diapers amazon 2

The first two products are aimed squarely at moms and dads of small children, and will definitely be purchased over and over for the first two years of life. Amazon Elements Diapers will be available in newborn sizes up to size six. In addition, the online retailer plans to make available overnight diapers and training pants at a later date.

The second product is Amazon Elements Baby Wipes. The wipes will come with flip-top packaging, and will be available scented or unscented depending on your preference.

Right now, Amazon Elements Diapers and Baby Wipes are available exclusively to Amazon Prime subscribers; and for those that choose Subscribe and Save, an additional discount will of course apply to your order (up to 15% if you have Amazon Mom and subscribe to 5 or more items per month).

Diapers and wipes are just the beginning for Amazon Elements, and we could easily imagine the company expanding to encompass more household products like paper towers, toilet paper, and other everyday products that families tend to buy in bulk.