The Honest Company and Earth + Eden Diapers Go End to End
Amazon has, once again, re-entered the diaper market.
Last November, Amazon entered the market for the first time since pulling the Amazon Elements line back in 2015. They launched a private label under the name Mama Bear. Now, they've added another line of diapers. This time, the label is called Earth + Eden (Earth AND Eden). Unlike the Mama Bear brand, which can be assumed to be a competitor to brands such as Huggies and Pampers, Earth + Eden diapers are taking on The Honest Company.
The Honest Company claims its diapers are super-soft, safe, gentile, hypoallergenic, and (most importantly) made from sustainably-sourced material(s). So does Earth + Eden. (You can carry all of these diapers in a reusable bag from Custom Earth Promos.)
Amazon describes it's diapers:
Cruelty free--not tested on animals; Made with SFI Certified sustainably sourced fluff; Printed with non-toxic water-based inks; Produced in a Zero Waste to Landfill Facility
The Q&A page is also full of other "green" facts about the diapers. These include being "free from harsh chemicals," and having "no lotions, parabens, fragrance, latex, or chlorine bleaching."
The product images themselves also have an eco-friendly vibe. They involve babies sitting in green grass, mom's cuddling their babies while surrounded by trees and flowers--these all invoke a plant friendly vibe and Earth friendly attitude.
Also like Honest's, Earth + Eden diapers come with prints, instead of just plain white. It's just a band at the top, and Honest's all over prints are much more interesting, but the diapers aren't trying to compete on looks. Price is where they take the cake. They range in price from $0.21 per diaper for size 1, all the way to $0.51 each for a size 7. This puts them in the range of Huggies or regular Pampers, as opposed to Honest's or Pampers Pure.
Amazon has stated that this is not an "Amazon brand" but a brand exclusive to Amazon. This could be misleading, as Amazon explains that despite being listed as "our brand," Amazon exclusives are referred to with the text "our brand" despite being manufactured by outside companies.
The new diapers arrived in July according to TechCrunch, and Amazon Vine members received free diapers. Amazon Vine is a service that connects manufacturers to trusted reviews from hand-picked Amazon members. (Write down all of your thoughts about this product on recycled paper or seed paper with an eco-friendly pen.)
For The Honest Company, Honest.com already had problems competing. Now Amazon is adding direct competition. "ROUND 1...FIGHT!"