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Amazon is launching its own baby diapers and wipes under the new Elements brand.

The ranges are said to offer an an unprecedented level of information in respect of when and where items were made, why each ingredient was included and where the ingredients were sourced.

“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,” said Sunny Jain, Amazon.com 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..”

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 and ‘best by’ date and more.

Elements Diapers are ultra-absorbent and have a breathable outer cover, advanced superabsorbent 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. They are now available in sizes newborn through six with overnights and training pants to follow.

Elements baby wipes are strong while being soft and mild and come in sensitive, unscented and scented varieties and are available in convenient flip-top packaging and peel-and-seal refill packs.


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