CLOVERDALE, CA, January 22, 2015-

Less than two months after electronic retailer Amazon.com roiled the diaper industry by introducing its own house brand, Amazon Elements, it has pulled the product from its website. A search of the site today showed that Amazon Elements baby wipes are still available, but the diapers are not listed.

According to Caregiver Partnership's Tom Wilson, Amazon had erred by introducing a product that didn't stack up well in consumers' minds with the offerings from Procter & Gamble and Kimberly-Clark. Wilson added, "The issue was that Amazon did not create a unique and distinctive product design. The product also didn't have a brand positioning that Mom's cared much about. Mom's rated it 3.4 stars... about a point lower than Huggies and Pampers."

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