Merchant Innovation

Will Diapers.com Founder Go Back to Competing with Amazon?

You can't keep an e-commerce enthusiast out of the game for long, as Marc Lore is demonstrating as he plots his follow-up to Quidsi, the parent company of renowned internet mother's little helper Diapers.com, and somewhat less known Soap.com.

Quisdi was eventually purchases by Amazon.com, in a move that can be best classified as "if you can't beat 'em, buy 'em," after failing repeatedly to successfully compete with Diapers.com by dropping prices to undercut them out of the market. Amazon went on to pay about $540 million to Lore and Quidsi co-founder Vinit Bharara for their company.

Lore is now back and hoping to raise about $50 million for a new e-commerce venture tentatively called Jet, reports Re/Code. The new service is reportedly looking to tap into the market for shoppers who look for bulk outlets like Costco or BJ's Wholesale club for savings. It is reportedly Lore's goal to found an e-commerce company that can survive and compete on its own without acquisition from a mega-plater like Amazon.

Currently a visit to jet.com will net a screen card that says "Jet.com-Coming 2015."

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