Amazon unveiled its own Diaper brand today. The Amazon Elements Diapers are part of a new product line exclusive for Amazon Prime members.
Amazon announced today a new line of premium, everyday essentials with transparent origins. Amazon Elements offers Prime members information on when and where items were made, why each ingredient was included, where the ingredients were sourced and much more. The Amazon Elements line includes Amazon Elements Diapers and Amazon Elements Baby Wipes.
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“Our obsession with customers and drive to continuously innovate on their behalf has led us to create Amazon Elements. The two things customers told us they want are premium products that meet their high standards, and access to information so they can make informed decisions, Amazon Elements offers both,” said Sunny Jain, Amazon.com Consumables Vice President. "We’ve leveraged our strengths in technology to bring customers an unprecedented level of information about these products, all with just the click of a button. We’re excited to offer Amazon Prime members added selection, beginning with diapers and baby wipes.”
The transparency on products is a well minded idea, but who cares really? Most consumers just want be able to trust a brand to offer a save product that is made responsibly. Brands try to convince consumers that they can trust them to do just that. Of course that is not always the case. Amazon's attempt to be transparent is noble, but I don't think it will be huge hit.
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Find the Amazon diapy on the Amazon Elements page.