Amazon is looking to expand its online retail offerings with a new product line that includes its own diapers and baby wipes.
The new brand, called "Amazon Elements," comes with diapers that cost 19 percent less than other brands, and are available exclusively to Amazon Prime members, according to Daily Digest News. The e-commerce giant's strategy is to come up with its own products in order to keep its spot among other online retailers.
Selling baby items gives Amazon an advantage over competitors since these items are consumables, products that often have to be restored, that are used frequently, and consumers are also very sensitive about the prices of these items. The company also has a chance to attract more young mothers, a group that is more likely to shop online than at physical stores.
Another positive about the Elements line is that customers will be provided with a great deal of information about the products they buy, such as where they came from and the materials they are made out of, Yahoo! Tech reported.
"The two things consumers told us they want are premium products that meet their high standards, and access to information so they can make informed decisions," said Sunny Jain, vice president of Amazon.com consumables.
Diapers and baby wipes will be the first offerings for Elements, and Amazon says it will soon add other "premium" everyday products to the line.
