Amazon is announcing a new line of private label household items today, called Amazon Elements, which will be exclusively sold to Prime members.
Initially, the product line will include diapers and wipes, and while Amazon isn’t giving specifics about future plans, the company is making it clear that Amazon Elements will ultimately become a broader line of “everyday essentials.”
The most notable part of this announcement is that Amazon Elements will only be available to members of its Amazon Prime loyalty program, who are willing to pay $99 a year to receive certain benefits, such as free two-day shipping and access to TV-and-music streaming services.
To be sure, this is yet another perk for current members to enjoy, but whether it is reason enough for new members to sign-up is not immediately clear.
As part of the offering, Amazon is promising consumers an unprecedented level of information about the products — including when and where items were made, why each ingredient was included, and where the ingredients were sourced. It’s not necessarily organic, but by providing all of the information to consumers, Amazon figures it can let consumers judge for themselves if the product stands up to their level of expectations.
The details are very specific. For example, a customer will be able to find out where the water in their wipes comes from, down to the exact aquifer. “We are dedicated to providing this level of detail so that customers can make the best decisions for their families,” a spokeswoman said.
Each Amazon Elements package will have a unique code that can be scanned using the Amazon mobile shopping app to track the specific ingredients and their origins; its date and place of manufacture, date of delivery, and ‘best if used by’ date.
In a release, Sunny Jain, Amazon.com’s Consumables VP, said the launch leverages Amazon’s “strengths in technology to bring customers an unprecedented level of information about these products, all with just the click of a button. We’re excited to offer Amazon Prime members added selection, beginning with diapers and baby wipes.”
Amazon Elements Elements Diapers will cost $7.49 for a package of 40, making it very competitive compared to other private labels on the market. Amazon Elements Baby Wipes will cost $10.99 for a pack of six.
This is not the first time Amazon has tried its hand at private-label products, even though you may associate the practice more closely with Costco or chain grocery stores.
One of Amazon’s biggest endeavors to date is something it launched in 2009 called AmazonBasics, which is a line of electronics accessories, like chargers or power cables. More obscure brands include Amazon-made bedding, called Pinzon, and outdoor furniture under brand name Strathwood.
Amazon Mom members are also considered Prime members, and will have access to Amazon Elements products.