Dive Brief:

• About a year ago, Amazon pulled its private-label “Amazon Elements Soft and Cozy” diapers after less than two months on the market after complaints from customers made it clear a change was necessary. 

• Now Amazon is exploring another diaper venture, according to Re/Code reporter Jason Del Rey, who received one of the emails to customers asking for feedback on the diapers and their packaging. “The survey also asked whether I’d have interest in buying diapers with that product design, adding that I should assume they’d be ‘available at a reasonable price,’” he writes.

• Del Rey says he was asked about a line of “Mama Bear” diapers, “whether the brand design shown was ‘appropriate for diapers,’” and whether he agreed that the branding is “nurturing,” “trustworthy” and “a high quality product.”

Dive Insight:

There wasn’t ever much information about why Amazon made its diaper change last year. What was known is that they were made by Canadian company Irving Personal Care Products. 

As with its ill-fated Fire Phone, which never took off and was finally discontinued, Amazon may have realized that its success with other private label consumer product basics didn’t translate to a complex item like baby diapers, made more difficult by the heightened concerns and expectations from parents of small children. 

In any case, Amazon is now conducting market research and perhaps undertaking other marketing and product development due diligence before getting back into the diaper game. As Del Rey notes, the questionnaire could be an indication that Amazon is looking into branding its own line of diapers or bringing on another company’s diaper line.