Amazon Pulls Its Line of Diapers Less Than Two Months After Launch

Amazon Elements diapers and baby wipes, part of a new line of premium everyday essentials with transparent origins, are shown in this image.
Amazon | AP Photo

Amazon's grand plan to sell its own line of diapers has crapped out after seven weeks. At least for now.

On Wednesday, the e-commerce giant notified customers who had subscribed to shipments of its Amazon Elements line of diapers that sales of the poop-pouches were being discontinued for now.

"Based on early customer feedback, we are making some design improvements to the diaper," the company said in an email to customers on Wednesday that was flagged by Gigaom. Amazon offered these shoppers a $25 credit for their troubles and said they'd these like customers to try out the new diapers when they are ready for sale.

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Bloomberg Businessweek's Brad Stone reported in December that the Amazon diapers were being manufactured by a Canadian business called Irving Personal Care. An Amazon spokeswoman did not immediately reply to an email asking if the company would change diaper manufacturers.

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The company's line of baby wipes is still for sale.

The diaper disappointment underscores the risk a retailer takes when it introduces a private label for the first time. Amazon has previously sold its own line of electronic accessories, but the Amazon Elements line is the first time the company has sold its own brand of goods in the consumables category.

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The Amazon Elements line of products is only available to Amazon Prime members. The Prime program costs $99 a year and includes two-day shipping for no additional charge and access to a library of streaming music, movies and TV shows. The program, which has tens of millions of subscribers, is critical to the company because Prime customers spend much more in a year than non-Prime subscribers do.

By Jason Del Rey, Re/

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