Dive Brief:

• Amazon has pulled its new line of diapers less than two months after launching the private-label brand available to its Prime members.

• The e-commerce giant is going back to the drawing board to improve on quality in light of “early customer feedback,” according to an email to customers who’d signed up for regular delivery of the new diapers. Amazon also sent out $25 in credit to those customers.

• The “Amazon Elements Soft and Cozy” diapers were made by Canadian company Irving Personal Care Products. Amazon Elements items are available exclusively to Prime members.

Dive Insight:

Amazon apparently already needs a diaper change. It’s not clear whether the diapers weren’t "soft" or "cozy" enough, and there are no details about what that “early customer feedback” was exactly, though reportedly customer reviews were mediocre.  

Amazon has been roiling retail for years now by undercutting its competition on prices and delivery. Now perhaps it’s finding that making consumer goods of a quality satisfactory to customers is not so easy, or that it requires a high level quality testing and control. In any case, this is a big stinker for Amazon.