Amazon acquired Quidsi in 2010 for $545 million coinciding with its plan to attract more young female consumers.
"We have worked extremely hard for the past seven years to get Quidsi to be profitable, and unfortunately we have not been able to do so," Amazon said in a statement. "Quidsi has great brand expertise and they will continue to offer selection on Amazon.com; the software development team will focus on building technology for AmazonFresh."
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