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Amazon Starts Its Own Brand of Diapers and Wipes

The Short of It

Do you want to know where your baby's diapers came from? I mean, before they came from the box. Now Amazon is providing a way for consumers to learn just that.

The Lowdown

This week Amazon announced the launch of a new, ethically sourced brand of home goods called Elements, which will include baby care staples, such as diapers and wipes. It seems more and more parents are engaged in finding out how products they use on a daily basis are sourced and produced.

"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. 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," Sunny Jain, Amazon's vice president of consumables, told The Washington Post.

Amazon Prime customers will have the ability to scan a code on their products using a smartphone app and gain access to a detailed history of the product that covers their baby's bum. Talk about an interesting diaper change!

The Upshot

It's worth noting that Amazon also sells brand name diapers like Huggies and Pampers on its site and on, which it acquired from Quidsi, Inc., in 2010.

After surfing the site, I see that the Elements brand is priced competitively with the other brands available. But after comparing it to The Honest Company, a similarly ethically based diaper manufacturer, Elements seems to be more cost effective.

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