NEW YORK (TheStreet) –– Amazon (AMZN) is getting into the private label business, announcing Amazon Elements, a new line of premium, offering everyday items that are available only to Amazon Prime members as the company seeks to capture even more of consumers' spending dollars.
"Our obsession with customers and drive to continuously innovate on their behalf has led us to create Amazon Elements. 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, Amazon Elements offers both," said Sunny Jain, Amazon.com Consumables Vice President in the press release. "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. We're excited to offer Amazon Prime members added selection, beginning with diapers and baby wipes."
The first products sold as part of Amazon Elements are diapers and baby wipes, part of what Amazon deems "essentials with transparent origins."
In addition to offering such items, with more to come, the products will have certain information on them such as "when and where items were made, why each ingredient was included, where the ingredients were sourced."
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