• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Applications
    • Technology
    • Market
    • Other
    • Top 40
    • Buyers Guide
    • Hygiene Directory
    • More
  • Magazine
  • News
  • Exclusives
  • Applications
  • Technology
  • Market
  • Other
  • Top 40
  • Buyers Guide
  • Hygiene Directory
  • Current / Back Issues
    Features
    Editorial
    Columns
    Digital Edition
    Southeast Asia Edition
    eNewsletter Archive
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    Top Features
    Biosphere Corporation: Expands into Baby Diaper Production in Ukraine

    Trends in Diapers: Sustainability, Natural Ingredients or Other Features?

    Baby Diapers: A Changing Market

    Ultrasonics for Nonwovens

    Hygiene Machinery Review
    Company Cameo
    Financial News
    Machinery Equipment
    New Products
    Nonwovens News
    Patent Review
    People in the News
    Supplier News
    Top News
    Live From Shows
    Top News
    Armbrust American Adds Meltblown Manufacturing

    First Quality Launches Incognito by Prevail

    Essity Launches Reusable Underwear Product

    Techtextil, Texprocess Postponed to 2022

    Ontex Honored for Mask Production
    Nonwovens Insights
    Online Exclusives
    Absorbent Core
    Adult Incontinence
    Antimicrobials
    Apparel
    Automotive and Transportation
    Chemicals / Adhesives
    Construction
    Contract Services
    Diaper, Baby
    Electronics
    Feminine Hygiene
    Fibers
    Filtration
    Flame Retardance
    Geotextile / Agrotextile
    Home Products
    Hygiene Film/Components
    Industrial / Institutional
    Inspection / Quality Control
    Machinery and Equipment
    Medical
    Wipes

    Armbrust American Adds Meltblown Manufacturing

    First Quality Launches Incognito by Prevail

    Essity Launches Reusable Underwear Product

    Shemesh Adds U.S. Headquarters

    TZMO USA, Special Needs Group Form Partnership
    Air Through Bonding
    Airlaid
    Carded/Carding
    Chemical Bonded
    Composite
    Meltblown
    Needlepunch
    Nanotechnology
    Spunbond
    Spunlace
    Thermal Bonded
    Wetlaid

    Armbrust American Adds Meltblown Manufacturing

    Radici Adds Meltblown Line

    Biosphere Corporation: Expands into Baby Diaper Production in Ukraine

    Nonwovens Industry’s Top 10 Breaking News Stories of 2020

    Jacob Holm to Expand Spunlace Capacity in Candler
    China
    Eastern Europe/Russia
    India
    Middle East/North Africa
    North America
    Pacific Rim
    South/Central America
    Turkey
    Western Europe

    Shemesh Adds U.S. Headquarters

    Domtar Sells Personal Care Unit

    Jacob Holm to Expand Spunlace Capacity in Candler

    Nice-Pak to Construct New Facility in Mooresville, IN

    United Sewing Automation Produces U.S.-Sourced and Manufactured PPE Face Masks
    Associations
    Contracts / Awards
    Education
    Facilities / Capacity
    Green / Sustainability
    Legal / Regulatory
    Market Data
    Mergers and Acquisitions
    Product Improvement / Innovation
    R&D/Basic Research
    Shows / Events

    Armbrust American Adds Meltblown Manufacturing

    Techtextil, Texprocess Postponed to 2022

    Shemesh Adds U.S. Headquarters

    Domtar Sells Personal Care Unit

    Record Mask Production from BelEmsa
    Chart
    Companies
    All Companies
    Categories
    Company Profiles
    Add New Company
    International Buyers Guide Companies
    Cellulose Solutions LLC.

    Schott & Meissner Maschinen- und Anlagenbau GmbH

    Investkonsult Sweden AB

    Fagus GreCon, Inc

    Alliance Machine and Engraving
    Brands
    Brand Owners
    • Magazine
      • Current / Back Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • Southeast Asia Edition
      • eNewsletter Archive
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers Guide
      • All Companies
      • Categories
      • Company Profiles
      • Add Your Company
    • Applications
      • Absorbent Core
      • Adult Incontinence
      • Antimicrobials
      • Apparel
      • Automotive and Transportation
      • Chemicals / Adhesives
      • Construction
      • Contract Services
      • Diaper, Baby
      • Electronics
      • Feminine Hygiene
      • Fibers
      • Filtration
      • Flame Retardance
      • Geotextile / Agrotextile
      • Home Products
      • Hygiene Film/Components
      • Industrial / Institutional
      • Inspection / Quality Control
      • Machinery and Equipment
      • Medical
      • Wipes
    • Technology
      • Air Through Bonding
      • Airlaid
      • Carded/Carding
      • Chemical Bonded
      • Composite
      • Meltblown
      • Needlepunch
      • Nanotechnology
      • Spunbond
      • Spunlace
      • Thermal Bonded
      • Wetlaid
    • Market
      • China
      • Eastern Europe/Russia
      • India
      • Middle East/North Africa
      • North America
      • Pacific Rim
      • South/Central America
      • Turkey
      • Western Europe
    • Other
      • Associations
      • Contracts / Awards
      • Education
      • Facilities / Capacity
      • Green / Sustainability
      • Legal / Regulatory
      • Market Data
      • Mergers and Acquisitions
      • Product Improvement / Innovation
      • R&D/Basic Research
      • Shows / Events
    • Top 40 Companies
      • Chart
      • Companies
    • Online Exclusives
    • Hygiene Directory
      • Brands
      • Brand Owners
    • Slideshows
    • Experts Opinions
    • Videos
    • Podcasts
    • Infographics
    • Whitepapers
    • Jobs
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
      • Live From Asian Connections
    • Resources
      • Suppliers Gallery
      • Literature Showcase
      • Web Showcase
      • Home Page Showcase
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Editorial

    Amazon.com. Will the Second Time be the Charm?

    ...

    Related CONTENT
    • First Quality Launches Incognito by Prevail
    • Domtar Sells Personal Care Unit
    • Trends in Diapers: Sustainability, Natural Ingredients or Other Features?
    • The Private Label Market
    • Zep Expands Supply of Disinfectant Wipes
    Karen McIntyre, Editor12.07.17
    Last month, Amazon.com quietly launched its own brand of private label diapers. Not only was this launch without any significant marketing or promotional efforts, it was an invitation-only launch, meaning that only a select few of Amazon’s customers could buy the diapers.

    Amazon is right to be cautious about this launch. The online giant entered the private label diaper market with great fanfare three years ago with its Elements brand of baby diapers. This effort lasted just a few weeks as negative consumer feedback led Amazon to remove the diapers from its website.

    Since then, the diaper industry has been rife with speculation on when, or even if, the e-tailer would take another stab at disposable diapers. Sure, the company is one of—if not the—largest sellers of disposable diapers in the U.S. and many other countries—but making diapers is a whole different ballgame. Sure, the company has been able to consistently rob marketshare by offering lower prices and subscription services-but with other company’s products. And, sure, Amazon has been focused on growing its private label business in recent years-but past efforts in diaper didn’t go so well..

    Still, many consider it a no brainer for Amazon to offer its own brand of private label baby diapers—even though the diaper business is a tough one.

    After Amazon removed the Elements brand from its site, diaper industry execs were in full-on speculation mode about what happened, with some saying that the products, while good, were not good enough to be positioned in the premium end of the market. Others said the product simply could not live up to the hype.

    This time around, however, things are apt to be different. For one, the supply chain is different. Instead of relying on a small Canadian diaper maker—Irving Personal Care—Amazon has reportedly enlisted the help of one of the best in the business—Kimberly-Clark, whose Huggies diapers are at the top in many markets across the globe. Also, instead of trying to build a brand around the launch like it did with Elements, Amazon has folded the diapers into its Mama Bear brand of baby care products.

    For now, it is too soon to tell if Amazon’s second try at diapers will be successful, but most industry watchers are optimistic, saying Amazon wasn’t that far off the mark with the Elements launch, and having K-C as a partner will help bridge any gaps Amazon has in terms of market knowledge.



    Karen McIntyre
    Editor
    kmcintyre@rodmanmedia.com
    Related Searches
    • website
    • diaper
    • private label
    • personal care
    Suggested For You
    First Quality Launches Incognito by Prevail First Quality Launches Incognito by Prevail
    Domtar Sells Personal Care Unit Domtar Sells Personal Care Unit
    Trends in Diapers: Sustainability, Natural Ingredients or Other Features? Trends in Diapers: Sustainability, Natural Ingredients or Other Features?
    The Private Label Market The Private Label Market
    Zep Expands Supply of Disinfectant Wipes Zep Expands Supply of Disinfectant Wipes
    2020: The Lost Year? Not for Nonwovens 2020: The Lost Year? Not for Nonwovens
    Dorel Launches On-The-Go Disposable Kits Dorel Launches On-The-Go Disposable Kits
    50 Years of Nonwovens 50 Years of Nonwovens
    Niki Niki's Natural Wipes Launch in U.S.
    Hygiene Components Suppliers Adapt to Change Hygiene Components Suppliers Adapt to Change
    Filtration Market Report Filtration Market Report
    The Feminine Hygiene Market The Feminine Hygiene Market
    Not Your Mother’s Product Not Your Mother’s Product
    K-C Earns Perfect Score on 2018 Corporate Equality Index K-C Earns Perfect Score on 2018 Corporate Equality Index
    Amazon Re-Enters Private Label Diaper Business Amazon Re-Enters Private Label Diaper Business

    Related Editorial

    • Changing Times

      ...
      Karen McIntyre, Editor 01.06.21

    • The Year of the Nonwoven

      ...
      Karen McIntyre, Editor 12.11.20

    • Cheers to 50 Years

      ...
      Karen McIntrye, Editor 11.12.20


    • Bigger and Better

      ...
      Karen McIntyre, Editor 10.08.20

    • The New Normal

      ...
      Karen McIntyre, Editor 09.11.20

    • Going Global

      ...
      Karen McIntyre, Editor 08.05.20


    • Mask Up. Or Stay Home.

      ...
      Karen McIntyre, Editor 07.09.20

    • Good Times, Bad Times

      ...
      Karen McIntyre, Editor 06.10.20

    • Face Masks on the Rise

      ...
      Karen McIntyre, Editor 05.05.20


    • Wipes—Open for Business

      ...
      Karen McIntyre, Editor 04.03.20

    • Nonwovens in Crisis Mode

      ...
      Karen McIntyre, Editor 04.03.20

    • Southeast Asia—Still Thriving

      ...
      Karen McIntryre, Editor 03.05.20


    • Data Driven

      ...
      Karen McIntyre, Editor 02.07.20

    • Paving the Way

      ...
      Karen McIntyre, Editor 01.03.20

    • The Green Dream

      ...
      Karen McIntyre, Editor 12.10.19

    Trending
    • Honeywell Delivered 225 Million Masks In December
    • Essity Launches Reusable Underwear Product
    • Techtextil, Texprocess Postponed To 2022
    • Domtar Sells Personal Care Unit
    • TFP Acquires PV3 Technologies
    Breaking News
    • Lemu Group Engineers Mask-Making Machine
    • Armbrust American Adds Meltblown Manufacturing
    • P&G Reports 8% Sales Increase
    • Wemy Donates PPE to Teaching Hospital
    • First Quality Launches Incognito by Prevail
    View Breaking News >
    CURRENT ISSUE

    January 2021

    • Biosphere Corporation: Expands into Baby Diaper Production in Ukraine
    • Trends in Diapers: Sustainability, Natural Ingredients or Other Features?
    • Baby Diapers A Changing Market
    • Ultrasonics for Nonwovens
    • Hygiene Machinery Review
    • The Private Label Market
    • View More >



    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    FrieslandCampina Launches Biotis Immune Health Ingredient
    Astaxanthin Microencapsulated with Spirulina Targets ‘Mental Agility’ and Healthy Aging
    Ingredient Manufacturers Discuss the E-Sports Market
    Coatings World

    Latest Breaking News From Coatings World

    IGL Coatings Launches Graphene Reinforced Dual System Ceramic Coating
    Miller Paint Declares Simple Serenity its 2021 Color of the Year
    TAUBMANS Paint by PPG Releases ‘Chromatic Joy’ Palettes
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Neurent Medical Closes $25 Million Series B Financing
    Alcon Releases PRECISION1 for Astigmatism Contact Lenses in U.S.
    FDA OKs Canon Medical's AI-Powered, 90cm Bore CT
    Contract Pharma

    Latest Breaking News From Contract Pharma

    WDSrx Expands Warehouse Network
    Piramal Inks Clinical Supply Deal with Theratechnologies
    Recipharm Signs Manufacturing Deal with Enzymatica
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Lageen Tubes Launches Mono-Material PE Tube Solutions
    Weleda Celebrates 100 Years By 'Opening' Its Gardens
    TBM Offers New Turnkey Range—Cocoon Skin
    Happi

    Latest Breaking News From Happi

    Ipsy Adds New Personal Care Brand
    John Masters Organics Rolls Out Roll-On Fragrances
    Weleda Celebrates 100 Years of Beauty
    Ink World

    Latest Breaking News From Ink World

    Morancé Soudure France Adds Comexi F2 MC 10-color Flexo Press
    THIMM Group Installs 1st Koenig & Bauer CorruFLEX
    Cowan Graphics Adds Fujifilm Inca OnsetX3 HS
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Lemu Group engineers mask-making machine
    Niagara Label upgrades with Nilpeter flexo press
    Soma partners with Moore & Moore in US
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Lemu Group Engineers Mask-Making Machine
    Armbrust American Adds Meltblown Manufacturing
    P&G Reports 8% Sales Increase
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    Former Medtronic Exec Appointed Zimmer Biomet's Chief Transformation Officer
    SeaSpine Launches Regatta Lateral Plates
    RIVANNA Launches Second-Generation Accuro With Thoracic Functionality
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    UDC Subsidiary Adesis' Website Wins 2020 MarCom Platinum Award
    Roadsimple Modernizes Warehouse Ops with Zebra Technologies
    Graphene Flagship Launches Redesigned Website

    Copyright © 2021 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login