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Amazon starts selling its own ethically sourced diapers to hook parents on Prime

Ian Paul | Dec. 5, 2014
Amazon is getting into the diapers game, again. This time, however, it's not buying a company, but rolling out a house brand of disposable diapers and baby wipes called Amazon Elements, exclusively for Prime members. Amazon may not stop at making its own baby supplies either. In its announcement Thursday, the company said Elements would be "a new line of premium, everyday essentials with transparent origins."

Part of the company's strategy with Prime is also to keep layering on benefits for paying that $75 yearly membership fee. The privilege to purchase Elements products joins other Prime perks such as "free" movie and TV episode streaming, the Kindle lending library, unlimited photo storage, and free two-day shipping.

Finally, let's not forget the boutique appeal of revealing product sourcing, ingredient listings, and other information. That kind of data will give Elements a strong appeal to a large swathe of moms and dads.

Sit around long enough with a group of parents, and you'll soon hear all about the merits of BPA-free plastic bottles versus stainless steel, the best place to get anti-biotic free chicken and organic eggs, and why little Suzy is now gluten-free. You can bet that legions of parents are already perusing Amazon's site to find out where the elasticized cuffs and inks on Elements diapers come from.

Amazon's goal, then, isn't necessarily just about offering the cheapest diapers possible. Instead, the company will use information-laden Elements products as a way to gain more Prime customers who will very likely buy more stuff alongside that bulk pack of size three diapers every month.


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