Amazon’s New Service All About Moms and Babies
Amazon.com has announced the creation of a free subscription
service, Amazon Mom, intended to make life easier on busy moms, dads and others
taking care of babies and toddlers.
The service offers discounted prices on
disposable diapers and wipes with new members receiving free two-day shipping
for three months through the Amazon Prime service. Members can earn an extra
month of free two-day shipping for every order of $25 or more on baby items.
"We understand that children are very rewarding and at times can be expensive," says
Doug Herrington, vice president of consumables at Amazon.com, in a statement. "Amazon
Mom makes it easier than ever for families to get everything they need, from
strollers and diapers to digital cameras and blenders, all with great prices
and fast free shipping directly to your doorstep."
Mr. Herrington told Reuters that
the new program builds on an existing strength for Amazon.
"We sell a great deal of diapers and wipes and the new mom discussion
boards and on our site talk about the great subscribe and save offers for diapers
and wipes," he said. "So we decided to focus on the area we’re strong
The new Amazon service will compete directly with other online
offerings such as Diapers.com as well as a host of traditional retailers
in a wide range of baby-related categories. The company is counting on ease
of ordering and low prices to help it achieve share gains in the category.
Discussion Questions: Does Amazon.com have a winner with Amazon Mom? How will
Amazon’s more focused go-to-market strategy affect sales of products such as
diapers and wipes in other retail outlets?
- Free Two-Day Shipping and 30 Percent Off Diapers and Wipes Now Available to
Members of the New Amazon Mom Program – Amazon.com, Inc./Business Wire
- Amazon.com "Mom" program bids for newborn loyalty – Reuters