• 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
    California’s Wet Wipes Proper Labeling Law for “Do Not Flush” Symbol is in Full Swing

    INDEX23 Exhibitor Previews

    Meltblown Nonwovens Report

    Hygiene Products Get New Life

    Adult Incontinence Directory
    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
    Midwest Filtration, Monadnock Announce Partnership in Filtration

    Period Care Brand August Launches in Target Stores

    Weekly Recap: Heartland Polymers Begins Production, Zeta Polimeri Becomes Radici EcoMaterials & More

    Heartland Polymers Begins Production in Alberta

    Zeta Polimeri Becomes Radici EcoMaterials
    Nonwovens Insights
    Online Exclusives
    Adult Incontinence
    Absorbent Core
    Antimicrobials
    Apparel
    Automotive and Transportation
    Face Masks
    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

    Midwest Filtration, Monadnock Announce Partnership in Filtration

    Period Care Brand August Launches in Target Stores

    Responsible Flushing Alliance Holds Annual Meeting

    California’s Wet Wipes Proper Labeling Law for “Do Not Flush” Symbol is in Full Swing

    Indorama Ventures, Polymateria Partner on Biotransformation Technology
    Air Through Bonding
    Airlaid
    Carded/Carding
    Chemical Bonded
    Composite
    Meltblown
    Needlepunch
    Nanotechnology
    Spunbond
    Spunbond/Spunmelt
    Spunlace
    Thermal Bonded
    Wetlaid

    Suominen’s Hydraspun Circula on Shortlist for INDEX23 Awards

    Smithers Releases Meltblown Report

    Trützschler Boosts Production Footprint in China

    Welspun Inaugurates Spunlace Facility in India

    Meltblown Nonwovens Report
    China
    Eastern Europe/Russia
    India
    Middle East/North Africa
    North America
    Pacific Rim
    South/Central America
    Turkey
    Western Europe

    Trützschler Boosts Production Footprint in China

    Welspun Inaugurates Spunlace Facility in India

    Zeus Non-Woven

    Major Earthquake Impacts Turkish Nonwovens Manufacturing Center

    Oerlikon Textile Relocates, Expands in Charlotte
    Associations
    Contracts / Awards
    Education
    Facilities / Capacity
    Green / Sustainability
    Legal / Regulatory
    Market Data
    Flushability
    Mergers and Acquisitions
    Product Improvement / Innovation
    R&D/Basic Research
    Shows / Events

    Zeta Polimeri Becomes Radici EcoMaterials

    Indorama Ventures, Polymateria Partner on Biotransformation Technology

    INDA Announces Program for World of Wipes International Conference

    Suominen’s Hydraspun Circula on Shortlist for INDEX23 Awards

    PADM Medical Receives U.S. FDA 510(k) Clearance for Plant-Based Face Masks
    Chart
    Companies
    All Companies
    Categories
    Company Profiles
    Add New Company
    International Buyers Guide Companies
    Investkonsult Sweden AB

    ELSNER

    Guangzhou Shangyi Clean Technology Co., Ltd.

    WEIMA America, Inc.

    Teijin Frontier Co., Ltd.
    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
      • Face Masks
    • Technology
      • Air Through Bonding
      • Airlaid
      • Carded/Carding
      • Chemical Bonded
      • Composite
      • Meltblown
      • Needlepunch
      • Nanotechnology
      • Spunbond
      • Spunlace
      • Thermal Bonded
      • Wetlaid
      • Spunbond/Spunmelt
    • 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
      • Flushability
    • Top 40 Companies
      • Chart
      • Companies
    • Online Exclusives
    • Slideshows
    • Hygiene Directory
      • Brands
      • Brand Owners
    • Experts Opinions
    • Videos
    • Podcasts
    • Infographics
    • Whitepapers
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
      • Live From Asian Connections
    • Jobs
    • 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?

    ...

    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
    • personal
    • diapers
    • K-C
    • industry
    Suggested For You
    PLMA Postpones Private Label Trade Show PLMA Postpones Private Label Trade Show
    PLMA PLMA's Private Label Trade Show
    GPMI Expands Disinfectant Wipes Production GPMI Expands Disinfectant Wipes Production
    Wipes Makers Ditch Plastics Wipes Makers Ditch Plastics
    Moons Launches Feminine Hygiene Products Moons Launches Feminine Hygiene Products
    Eruslu Hygienic Products Eruslu Hygienic Products
    Bausch + Lomb Launches Biotrue Micellar Eyelid Cleansing Wipes Bausch + Lomb Launches Biotrue Micellar Eyelid Cleansing Wipes
    Wipes Academy to be Held During WOW Wipes Academy to be Held During WOW
    Murphy’s Naturals Releases Mosquito Repellent Wipes Murphy’s Naturals Releases Mosquito Repellent Wipes
    Aegle Launches N95 Mask Aegle Launches N95 Mask
    Pull-Ups Announces Upgraded Product Features Pull-Ups Announces Upgraded Product Features
    Radienz Living Introduces Sustainable Products Radienz Living Introduces Sustainable Products
    Honest Company Plans IPO Honest Company Plans IPO
    Nice-Pak Meets Consumer Demands Nice-Pak Meets Consumer Demands
    Adult Incontinence Products Industry Continues to Grow Adult Incontinence Products Industry Continues to Grow

    Related Breaking News

    • Associations | Shows/Events

      PLMA Postpones Private Label Trade Show

      Annual event moved to January 2022
      09.22.21

    • PLMA's Private Label Trade Show

      ...
      09.21.21

    • Wipes

      GPMI Expands Disinfectant Wipes Production

      Manufacturer opens new site in Arizona
      09.20.21


    • Wipes
      Wipes Makers Ditch Plastics

      Wipes Makers Ditch Plastics

      Legislative demands and changing consumer preferences have created a need for alternative raw materials in many wipes markets
      Karen McIntyre, Editor 09.01.21

    • Feminine Hygiene
      Moons Launches Feminine Hygiene Products

      Moons Launches Feminine Hygiene Products

      Company introduces duets tampon and liner system
      08.17.21

    Loading, Please Wait..
    Trending
    • Period Care Brand August Launches In Target Stores
    • Albaad Uses Upgrades Lenzing Fibers In Flushable Wipes
    • Nike Uses Needlepunch Technology For New Line Of Apparel
    • Zeta Polimeri Becomes Radici EcoMaterials
    • Heartland Polymers Begins Production In Alberta
    Breaking News
    • Ahlstrom Releases Sustainability Report
    • Albaad Uses Upgrades Lenzing Fibers in Flushable Wipes
    • Midwest Filtration, Monadnock Announce Partnership in Filtration
    • Period Care Brand August Launches in Target Stores
    • Albany International Announced CEO Succession Plan
    View Breaking News >
    CURRENT ISSUE

    March 2023

    • INDEX23 Exhibitor Previews
    • Meltblown Nonwovens Report
    • Hygiene Products Get New Life
    • Adult Incontinence Machinery Directory
    • Adult Incontinence Directory
    • Growth Continues for Adult Incontinence Products Market
    • Techtextil North America & Texprocess America 2023
    • 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

    Wiley Eliminates Outer Carton From Packaging to Reduce Waste
    ACG Expands as Vantage Nutrition Acquires ComboCap and its Dual-Chamber Capsule Technology
    Melodea Launches New Plastic-Free Packaging Solution
    Coatings World

    Latest Breaking News From Coatings World

    AkzoNobel Appoints Ricardo Rosso as Pontiac Site Manager
    Sherwin-Williams Publishes Sustainable Packaging White Paper
    Heubach Launches Automotive Styling Shades 2027
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Q’Apel Medical Inc. Receives CE Mark for Walrus Balloon Guide Catheter
    Medinbox and Abbott Partner to Increase Efficiency in Electrophysiology Labs
    Bronwyn Brophy Named CEO at Vitrolife AB
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Evotec, BMS Expand Strategic Neurodegeneration Pact
    Regeneron, Sonoma Biotherapeutics Partner on Treg Cell Therapies
    Astellas, MIMETAS Enter Strategic Immuno-Oncology Alliance
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Millie Bobby Brown’s Florence by Mills Launches Eye-Centric Color Cosmetics Line
    Colorsmith Introduces ‘Salon-Quality’ Stylers for Men
    Panama Jack Launches Tropical Fragrances, Essential Oils & Body Mists
    Happi

    Latest Breaking News From Happi

    Kao Launches Space Shampoo Sheet
    Procter & Gamble Brings Tide ‘Loads of Hope’ Relief to Residents Affected by Deadly Tornado Outbreak in Mississippi
    Sederma Introduces Active Ingredient to Address Pigment Disorders
    Ink World

    Latest Breaking News From Ink World

    NAPIM Honors 2023 Ault, Pioneer Award Recipients
    Kodak to Showcase Prepress and Print Technologies at Print China 2023
    CPIPC Hosts Technical Dinner
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    CORLABEL invests in HP and a second GM finishing machine
    Elkem's Sean Duffy receives AWA Leadership Award
    eProductivity Software acquires Tharstern Group
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Ahlstrom Releases Sustainability Report
    Albaad Uses Upgrades Lenzing Fibers in Flushable Wipes
    Midwest Filtration, Monadnock Announce Partnership in Filtration
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    Conventus Flower Ortho Appoints Jeff Culhane as COO
    Solid Growth Forecast for OTC Braces and Supports Market
    Exactech Boosts AI Expertise with Licensing Deal, Team of Scientists
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Japan Display to Acquire JOLED IP
    Graphenest, Hubron to Partner on Graphene Project
    CSEM Nominates Andreas Rickenbacher as New Chair of the Board

    Copyright © 2023 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