• 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
    eBook
    Top Features
    Moist Toilet Wipes Lead 2024 Growth, Baby Wipes Decline, and General-Purpose Wipes Bounce Back

    Dissolvable Wipes. Will They Be the Industry’s Next Big Thing?

    Loo Wipes Feature Recyclable Packaging

    Roofing & Construction Update

    Needlepunch Market Report
    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
    Essity Opens Distribution Center in Colombia

    Pull-Ups Debuts Potty Training App

    Ontex Announces New Hires

    Sandler Launches layerlab

    Andrex Adds Odor Control Technology to Wipes Line
    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

    Pull-Ups Debuts Potty Training App

    Harrisons Launches Industrial Range of Wipes

    Ahlstrom Introduces Optipad

    Cottonsie Launches Disposable Cotton Diaper

    Executive Talks: Hero Medical Technologies' Debbie Kantor
    Air Through Bonding
    Airlaid
    Carded/Carding
    Chemical Bonded
    Composite
    Meltblown
    Needlepunch
    Nanotechnology
    Spunbond
    Spunbond/Spunmelt
    Spunlace
    Thermal Bonded
    Wetlaid

    SGN Introduces Next Generation Spunbond

    KTEX Nonwovens to Showcase Innovations

    SGN Offers Next Generation Nonwoven Material

    Elixxr to Launch Pulp-Based Nonwovens

    Alear Silk Road New Materials to Add Three Spunlace Lines
    China
    Eastern Europe/Russia
    India
    Middle East/North Africa
    North America
    Pacific Rim
    South/Central America
    Turkey
    Western Europe

    China's Nonwovens Output Records the Largest Post-Pandemic Growth

    Trützschler India Relocates Manufacturing Plant

    Optima Expands in India

    Supreme Group Acquires Thai JV Company

    Asia Wipes Summit Held in Shanghai
    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

    Cottonsie Launches Disposable Cotton Diaper

    IDEA, FiltXpo Held in Miami Beach

    Sumitomo Acquires ActivStyle

    Trützschler India Relocates Manufacturing Plant

    Rieter to Acquire Barmag from OC Oerlikon
    Chart
    Companies
    All Companies
    Categories
    Company Profiles
    Add New Company
    International Buyers Guide Companies
    ELSNER

    Herrmann Ultrasonics, Inc.

    Valco Melton

    Investkonsult Sweden

    Welspun Global Brands 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
    • eBook
    • 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
    • K-C
    • products
    • personal care
    • 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..
    Breaking News
    • EDANA Co-Signs Statement on State-Run PROs
    • Essity Opens Distribution Center in Colombia
    • Pull-Ups Debuts Potty Training App
    • Ontex Announces New Hires
    • Sandler Launches layerlab
    View Breaking News >
    CURRENT ISSUE

    May 2025

    • 2025 Company Capabilities
    • 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

    Latest Breaking News From Nutraceuticals World

    Gattefossé Opens New Facilities in Mumbai, India
    TSI Group Unveils myHMB + Vitamin D Logo
    Indena to Showcase Metabolic, Brain Health Solutions at In-Vitality 2024

    Latest Breaking News From Coatings World

    EPS Launches Fluorosurfactant-free Acrylic Emulsion for Architectural Coatings
    Chemetall Moves Towards Sustainability Goals
    X-Rite Launches Its CiF3200 Imaging Benchtop Spectrophotometer

    Latest Breaking News From Medical Product Outsourcing

    StimLabs's Umbilical Cord-Derived Wound Care Product Released in U.S.
    New Medical-Grade Bio-Based PVC Compounds Introduced
    Croívalve Reports 1st Tricuspid Coaptation Valve Implant in U.S. Feasibility Study

    Latest Breaking News From Contract Pharma

    Neurocrine Bioscience’s CRENESSITY Becomes Commercially Available in the U.S.
    Roche's Parkinson's Disease Drug Misses Primary Endpoint
    PTC Therapeutics Submits Vantiquinone NDA to FDA

    Latest Breaking News From Beauty Packaging

    Weekly Recap: Coty Sells SKKN, Henkel Recall, Awards, & More
    Rare Beauty to Host Pop-Up Event with Sephora UK
    Cloud Haircare Expands to Walmart Stores Nationwide

    Latest Breaking News From Happi

    Cosmetify Names Nikkie de Jager the World’s Most Powerful Beauty Influencer
    Big Lips in the Small Wonder
    L’Oréal’s Bioprinted Skin & Dove’s Deodorant Launch

    Latest Breaking News From Ink World

    Sonoco Releases 2024 Corporate Sustainability Report
    Accredo Packaging Earns Minority Supplier Certification
    DuPont Unveils Brand Identity for Qnity Spin-Off

    Latest Breaking News From Label & Narrow Web

    Mexico's Flexopolis adds second Bobst flexo press
    Paramount Labels installs Rotatek Brava 450
    Esko teams with Bobst for smartGRAVURE System

    Latest Breaking News From Nonwovens Industry

    EDANA Co-Signs Statement on State-Run PROs
    Essity Opens Distribution Center in Colombia
    Pull-Ups Debuts Potty Training App

    Latest Breaking News From Orthopedic Design & Technology

    David Thordarson Takes Charge of American Orthopaedic Foot & Ankle Society
    UPM Biomedicals Launches FibGel Injectable Nanocellulose Hydrogel for Medical Devices
    ONWARD Medical Attracts €50 Million in Capital

    Latest Breaking News From Printed Electronics Now

    Emerson Reports 2Q 2025 Results, Updates 2025 Outlook
    Vuzix and Fraunhofer IPMS Announce Major MicroLED Milestone
    DuPont Unveils Brand Identity for Qnity, Future Electronics Spin-Off

    Copyright © 2025 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