Amazon dumps its private label diaper line
Those who thought Procter & Gamble and Kimberly Clark didn’t have much to worry about when Amazon.com launched its new Elements premium private label disposable diapers in early December appear to be right. Amazon has discontinued sale of the diapers following complaints by consumers of poor quality (not something you want in a diaper).
Yesterday, Amazon notified Prime members who had subscribed to receive the diapers that it was discontinuing the line to work on design improvements. Affected customers were offered a $25 Amazon credit and were told the e-tailer would like them to try the next version of the diapers when ready to be introduced.
According to Profitero, Amazon’s dumped diapers had a rating of 3.4 stars out of five based on 81 reviews.
While its diaper line didn’t pass the quality test, it appears as though Amazon’s Elements line of baby wipes is faring better with Prime members. Items in the line all have ratings above four stars.
- Will Amazon’s new private label give Pampers a run for its money? – RetailWire
- Amazon Elements – Amazon.com
- Amazon Pulls Its Line of Diapers Less Than Two Months After Launch – Re/code
- Amazon pulls its diaper brand after six weeks, citing design flaws – GigaOM
- CPG eCommerce Intelligence: Why Amazon pulled its Elements diapers – Profitero
What do you make of Amazon’s decision to pull its Elements diapers from the market so quickly? Will Amazon be able to reintroduce its Elements diapers successfully following its initial design flaws? How will this experience influence Amazon as it moves into private labels in other areas?