Amazon stopped its private-label diapers several years ago when early customer feedback motivated the company to pull on the product after only two weeks on the e-commerce site. Amazon has brought them back, this time under its baby products line Mama Bear.
The private-label diapers, once marketed under the Amazon Element line, are currently available on Amazon.com. But an invitation is needed by customers hoping to buy the brand. The product is available by invitation only, Amazon claims on the purchase website. An invitation can be requested by customers. If invited, they will get an email in the coming weeks.
Kimberly Clark makes the diapers.
One purchase of the Mama Bear size 3 diapers, which can be four packs of 40 diapers, costs $39.49. That comes to approximately 0.25 cents a diaper for this size, placing it within a few cents of their Pampers and Huggies brands. Seventh Generation's diapers cost slightly more at about 0.29 cents per nappy.
These diapers' return is part of Amazon's bigger effort to beef up its manufacturers, which introduce its vitamins and supplements brand called Amazon Elements and the house products label Amazon Basics. The business has witnessed some sales success with its private-label brands.
Selling its brands provides control over shipping to the organization and helps Amazon increase profit margins. Other companies, namely Walmart, are starting private-label brands to compete.
Walmart stated in September that its Jet.com site would begin a higher-end private brand of grocery and household objects such a coffee, olive oil, detergent, paper towels, and other things in the coming months.