It has been more than a year since Amazon introduced and quickly pulled their private brand Amazon Elements diapers off the market sue to quality and performance issues. Now, according to a report from Re/code, a tech news, reviews and analysis site, Amazon is asking some of its customers if they’d buy a new brand (Amazon Private Brand) of diapers.
Several weeks ago, Amazon emailed a select group of customers, a market research survey evaluating “the look and design of packaging of products that will possibly be sold on Amazon.” In it, Amazon asked questions about a new diaper brand called Mama Bear, as well as the design of it’s packaging.
The Web address that hosted the survey included the name “Amazon Elements,” it asked whether the brand design shown was “appropriate for diapers” and whether the brand appeared to “nurturing,” “trustworthy” and “a high quality product.” It went on to ask questions about purchase intent, including statements about reasonable pricing.
It remains to be seen whether this market research will lead to a new private brand at Amazon, however it seems apparent that it is another piece in the puzzle that proves the retailers continuing commitment to growing private brand and creating differentiation.