Amazon Launches Its Own Line of Diapers and Wipes for Prime Babies

The e-commerce giant is selling diapers and baby wipes under the Amazon Elements brand, exclusively to Prime members.

Amazon Launches Its Own Line of Diapers and Wipes for Prime Babies Photo (cc) by Sellers Patton

Amazon is doing more than selling diapers now. It has developed its own ethically sourced diapers and baby wipes, dubbed the Elements line, that are being sold exclusively to its Prime members.

According to Re/code, Amazon works directly with a manufacturer to produce its Elements line. The product pages have information about what materials are used to make the diapers, as well as where the materials come from. It’s a level of transparency already seen with Honest diapers, co-founded by actress Jessica Alba and distributed through Target.

The news that Amazon is now selling its own line of diapers and wipes has been received with mixed results. Re/code said:

Sellers on Amazon already gripe that Amazon sells the same products as they do. Now it is building a direct relationship with a supplier that allows it to undercut some of its own partners in a more significant way.

Elements diapers will be sold for about 19 cents a diaper. Other brands of diapers typically range from 24 to 34 cents each.

So, how do the Elements diapers stack up against the competition when considering affordability? According to Cameron Huddleston at Kiplinger.com, buying store-brand diapers from retailers like Target and Walmart is cheaper. She wrote:

When you factor in the cost of a Prime membership, expect to pay about $300 more over three years keeping your baby swaddled in Elements diapers than in Target’s Up & Up brand. That price difference even takes into account the 20 percent discount on recurring deliveries of Elements diapers received by Amazon Mom members. … You’ll pay about $700 less over three years for Walmart Parent’s Choice brand diapers compared to Elements diapers.

Amazon sells other Amazon store-brand items, such as patio furniture, home and office products, and bedding and bath, The Associated Press says. Amazon, of course, also has Kindle tablets and e-readers, and the Fire phone.

For the past four years, I’ve used Pampers Swaddlers diapers for my kids. I purchase them through a subscribe-and-save option on Amazon, and each diaper works out to about 23 cents. I also use the Kirkland baby wipes from Costco.

Both of my children have highly sensitive skin, and the Kirkland wipes and Pampers diapers haven’t bothered them. I’ve talked to other mothers, and when we find a diaper we like, we tend to stick with it. It’s brand loyalty, I guess. So I don’t think I’ll be trying the Elements.

What about you? What do you think about Amazon marketing its own diaper brand? Share your thoughts below or on our Facebook page.

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