Ten months after re-entering the disposable diapers market with the Mama Bear brand, Amazon has added an exclusive, premium diaper brand Earth + Eden to its site in partnership with First Quality Baby Products. Described as cruelty free, not tested on animals, made with certified sustainably sourced fluff and printed with non-toxic, water-based inks, the diapers appear to be similar to products sold by Jessica Alba's Honest Company. The diapers also feature a printed band at the top of the product as well as a cotton blend dryness layer. They are free of natural latex rubber, chlorina and adhesives.

Diapers range in prices from 21 cents for the size one variety to 51 cents for size seven, positioning them price-wise against mainstream diaper brands like Luvs, Huggies and Pampers, significantly lower than diapers touting similar benefits like Honest, Parasol and Pampers Pure.

According to the consumer website, Just In the Earth + Eden trademark is owned by First Quality Baby Products and First Quality is responding to customer questions on the Amazon product page. The products are made at First Quality sites in Pennsylvania and Georgia.

Amazon's entry into disposable diapers has not been without hiccups. The company first entered the market with the Elements brand in 2015. The initial launch, which was met with great fanfare, promised greater transparency in ingredient sourcing and manufacturing, but the company pulled the Irving Personal Care-made products off its site just a few weeks later following consumer dissatisfaction. The e-tailer reentered the categoy in November through its Mama Bear private label brand.  Initial customer reviews for Earth + Edan are favorable. The brand currently has a 4.4 star rating (out of five stars) based on 131 customer reviews.