Amazon has launched a diaper brand called Earth + Eden, a premium brand that reportedly will compete with similar products from the likes of The Honest Company. Amazon is marketing the product to appeal to consumers who want “sustained, high performing products” that are not testing on animals and have “non-toxic, water-based inks,” according to the product page. Product images feature babies and parents in green grass and among flowers.
According to reports, “the diapers range in price from $0.21 each (size 1) to $0.51 each (size 7), which puts them more in line with mainstream disposable diaper brands, like Luvs, Huggies or Pampers — not premium diapers like Honest or Pampers Pure, for example.”
Amazons said Earth + Eden is an “exclusive” brand for the eCommerce operator — and not a private brand from Amazon. “Amazon explains that, despite listing the product as ‘Our Brand’ that doesn’t mean it’s an Amazon brand. Instead, the company tells us it will refer to things that are manufactured by others but made exclusive to Amazon as ‘Our Brand,’ as well,” according to those same reports
Last year, Amazon said that it was planning to shut down Diapers.com and all the other eCommerce sites operated by Quidsi, the company it acquired in 2010 — then the retailer pulled all of the Quidsi apps from its app store.
Amazon decided to close down Quidsi because it failed to turn a profit after the acquisition. One report stated that, just a few months before the announcement, executives told Quidsi staff that it was expected to reach profitability this year, leading some to question if Amazon’s feud with Quidsi’s founder, Marc Lore, was the real reason behind the decision to shut it down.