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Amazon Launches Amazon Elements, A New Line Of Premium, Everyday Essentials Available Exclusively to Amazon Prime Members

Amazon Elements offers a new level of transparency with important information, including when and where items were made, where the ingredients were sourced, why each ingredient was included, and much more

Amazon Elements Diapers and Baby Wipes now available

SEATTLE--(BUSINESS WIRE)--Dec. 4, 2014-- (NASDAQ: AMZN) – Amazon today announced the launch of Amazon Elements, a new line of premium, everyday essentials with transparent origins. Amazon Elements offers Prime members an unprecedented level of information – when and where items were made, why each ingredient was included, where the ingredients were sourced and much more – all at their fingertips from the time they start their shopping experience until the items arrive at their door.

“Our obsession with customers and drive to continuously innovate on their behalf has led us to create Amazon Elements. The two things customers told us they want are premium products that meet their high standards, and access to information so they can make informed decisions, Amazon Elements offers both,” said Sunny Jain, Consumables Vice President. "We’ve leveraged our 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.”

Transparent Origins

Each Amazon Elements product page has an unprecedented level of information ranging from where items were sourced to facts about why each ingredient was used to make the product. Plus, each Amazon Elements package has a unique code that can be scanned using the Amazon mobile shopping app to track its specific ingredients and their origins, its date and place of manufacture, date of delivery, ‘best by’ date and more.

Premium Products

Amazon Elements Diapers are ultra-absorbent and have a breathable outer cover, advanced super-absorbent polymers, stretchable waist band and leg elastics for better fit, an umbilical notch on Newborn diapers, and a pocketed waist band in sizes newborn through 2. Beginning today, Amazon Elements Diapers are available in sizes newborn through six with overnights and training pants coming soon. Here is what some Amazon Mom members had to say about Amazon Elements Diapers:

“This is the first diaper I’ve found I would consider switching to. I like how soft they are, the design, the fit and how dry they keep my granddaughter. She usually wakes up at 3 a.m. wanting to be changed but she slept through the night with these diapers. No leaks on her bedding or pajamas and her skin felt dry when we removed the diaper.” – Denise S., grandmother of one

“I really like these diapers and will switch immediately once you start selling them. I love the design, they fit well and the diapers held up overnight (12 – 14 hours) with no leaks. We’ve got a very active son and these work well for him; they are very sturdy.” – Kathryn G., mother of one

Amazon Elements Baby Wipes are strong and get the job done without ripping. They are soft and mild to protect delicate skin and large to keep your whole hand clean. They come in sensitive, unscented and scented varieties and are available in convenient flip-top packaging and peel-and-seal refill packs. Here is what some Amazon Mom members had to say about Amazon Elements Baby Wipes:

“I was very impressed with these wipes. They are strong, but not rough. They are soft, but don't fall apart. The textured shapes in the wipes seemed to aid in effective cleaning as well as preventing the wipes from sticking together when pulling them out of the dispenser.” – Michelle K., mother of one

“These wipes are really great! Soft and strong, and sensitive enough for my baby's skin. They held up very well while in use.” – Becky B., mother of two

“These are soft enough to use all over my son, but still did a great job with big messes. I like the polka dot texture, it makes cleaning baby bottoms easy and I don’t have to scrub as hard. The wipes didn’t tear or get stuck, they came out easily and I was able to pull one single wipe out.” – Joshua and Jessica S., parents of two

Amazon Elements Diapers and Baby Wipes are available at, as well as through Amazon’s auto-replenishment service Subscribe & Save (

About Amazon opened on the World Wide Web in July 1995. The company is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Fire phone, Fire tablets, and Fire TV are some of the products and services pioneered by Amazon.

Source:, Inc., Inc.
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