Further expanding its efforts into the diaper and baby supplies market, Amazon has quietly launched a new exclusive premium diapers brand called Earth+Eden.
The brand is positioned as “Ultra-premium, high-performance diapers,” adding that it is, “For those that keep their little ones wrapped in the very best.” The product page says that the diapers are, “Cruelty free – not tested on animals,” “Made with SFI Certified sustainably sourced fluff,” “Printed with non-toxic water-based inks,” and “Produced in a Zero Waste to Landfill Facility.”
The diapers are retailing for prices ranging from $0.21 each (size 1) to $0.51 each (size 7), which is comparable to pricing for “standard” disposable diapers from brands such as Luvs, Huggies, and Pampers, and cheaper than other premium diapers such as Honest or Pampers Pure.
The Earth+Eden diapers appear to have launched within the last few weeks, as the earliest reviews are from August and Vine reviews (i.e. from customers who received free product, as often happens when a new product launches on Amazon) are coming in as of this morning:
In our checks the Earth+Eden diapers are the first item that appears in the “Top Rated from Our Brands” carousel (that Amazon displays before organic search results) when searching “diaper” on Amazon.com.
It appears that Earth+Eden diapers are manufactured by First Quality Enterprises, Inc. of Great Neck, NY. An entity named First Quality is responding to customer questions on the Amazon.com product page, and the trademark to “Earth & Eden” is owned by “First Quality Baby Products, LLC” as well. The company claims to be a “market leader in store brand manufacturing” and makes a variety of diaper-related products.
Amazon has also sold diapers under its Mama Bear private label brand since last year. Mama Bear diapers are currently ranked #46 in Amazon’s list of best selling diapers. Earlier last year, Amazon shut down the Diapers.com subsidiary that it had acquired with Quidsi in 2011.
Diapers queries on Amazon are saturated with advertising. For example, a current search results page in the US shows entirely sponsored products and headline search ads from Pampers and Huggies above the fold.
We expect Amazon to continue its expansion into baby supplies over the coming months. Stay tuned to TJI for the latest developments.