Amazon Jumps Back Into Diapers With Mamma Bear

Amazon discontinued its private brand Amazon Elements diapers several years ago after distressing customer feedback revealed a product development “fail.” after less than two months on the market. The retailer has quietly jumped back into the diaper market with the extension of their baby food brand Mamma Bear. The new diapers manufactured by Kimberly Clark include sizes newborn and 1 to 6, however, they are currently available by invite only.

Mama Bear size 3 diapers are sold in 4Mamma bear diapers packs of 40 diapers for $39.49 or approximately 25¢ per diaper a few cheaper than Pampers and Huggies.

Product features include

  • Leakage protection for up to 12 hours
  • Secure fit stays put as your baby moves
  • Gentle on skin, offers softness and breathability
  • Wetness indicator shows when it’s time for a change
  • Hypoallergenic; free of fragrances, elemental chlorine, and natural rubber latex


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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.