Amazon once again launched its own brand of private label diapers, though this time under a new name. Last week, the e-commerce giant quietly launched the new diapers in sizes newborn and 1 to 6 on its U.S. website, but the products are currently available by invite only.
The diapers are offered under the new Mama Bear private label name—which is already used to sell diaper pail refills, baby food and baby laundry detergent—instead of the prior Amazon Elements name.
"We want to build the Mama Bear brand with customers and are excited to hear their feedback as we continue working hard to bring them products we think they will love," an Amazon spokeswoman said in an emailed statement Tuesday.
Amazon introduced its Elements private label diapers in late 2014 but removed them from the market in just a few weeks due to poor consumer feedback. At the time, the company siad it would make some design changes before relaunching them.
The new diapers launched last week and are reportedly made by Kimberly-Clark. The diapers are currently priced from18 cents to 38 cents per diaper, depending on size, and come in both bear print and white print. Amazon Elements were made by Canadian diaper manufacturer Irving Personal Care.
