Diapers.com
Retailer / private label
UnclaimedFormer American online specialty retailer focused on diapers, baby care, and related family products.
Last updated August 31, 2026
AI crawler reads
No AI crawler has read this profile yet.
Overview
Diapers.com was an American online specialty retailer that sold diapers, baby wipes, infant formula, and a broad range of products for babies and young children. The business was founded in 2005 by Marc Lore and Vinit Bharara in Montclair, New Jersey, initially under the name 1800DIAPERS. Its original proposition was straightforward: make recurring purchases of bulky, time-sensitive household necessities easier through online ordering and home delivery. The company initially concentrated on consumable products for parents of children up to approximately three years old, including diapers, wipes, and formula. The business expanded rapidly during its first years. In its first year, it reportedly generated $2.5 million in sales of diapers and formula. The founders established a formal office in Montclair in 2006 and hired the company’s first full-time employee in 2007. By late 2008, the assortment had broadened beyond consumables to include clothing, car seats, strollers, toys, and other baby merchandise. The site’s value proposition combined specialist product knowledge, broad assortment, recurring-need convenience, and delivery of products that could be cumbersome to transport from a physical store. Diapers.com operated within Quidsi, the parent company that also developed additional specialist e-commerce sites, including Soap.com, Wag.com, BeautyBar.com, Casa.com, and YoYo.com. The corporate entity originally associated with the business was Diapers, Inc.; it changed its name to Quidsi in 2009. Operationally, the company invested in fulfillment and logistics, including Kiva warehouse robots and parcel delivery through carriers such as UPS Ground and FedEx. Its headquarters were later located at Exchange Place in Jersey City, New Jersey. The company attracted industry attention before its sale. Inc. magazine ranked it 35th overall in its 2009 growth-company rankings, first among retail companies, third in the New York–New Jersey–Pennsylvania region, and fifth in its ranking of top Indian-run companies. These rankings reflected the rapid growth of specialist online retail during the period when e-commerce companies were building fulfillment capabilities around narrowly defined customer needs. Amazon.com acquired Quidsi, Inc., including Diapers.com, on November 8, 2010, for a reported $545 million. Before the acquisition, Amazon had sold diapers at very low prices in an effort to compete with Diapers.com; commentary about the episode has characterized the strategy as aggressive or predatory pricing. After the transaction, Diapers.com continued to operate as a distinct consumer-facing site for several years under an integration approach that was compared with Amazon’s treatment of Zappos. The acquisition placed the specialist retailer within Amazon while preserving its separate brand and shopping experience for a period. In March 2017, Amazon announced that Diapers.com and the other Quidsi sites would be closed because the businesses were not profitable. The shutdown took effect on April 19, 2017. On April 20, the former Quidsi domains were redirected or relocated to Amazon.com, and the standalone Diapers.com service ceased to operate. The brand is therefore a defunct e-commerce retailer rather than an active Amazon consumer brand.
History
Marc Lore and Vinit Bharara launched Diapers.com in 2005 in Montclair, New Jersey. The business was initially called 1800DIAPERS and focused on a narrow but recurrent consumer need: delivering diapers and related consumables to households with babies and young children. The founders targeted parents with children up to about three years old and sought to make replenishment more convenient than repeated trips to a physical store. During its first year, the company sold $2.5 million worth of diapers and formula. The founders opened a formal office in Montclair in 2006 and hired the company’s first full-time employee in 2007. As the business grew, the original name evolved into Diapers.com and the product range widened. By late 2008, the retailer offered clothing, car seats, strollers, toys, and other baby products in addition to diapers, wipes, and formula. This expansion changed the site from a narrowly focused diaper-delivery service into a broader online destination for baby and family shopping. The company’s operating model emphasized fulfillment and delivery. It used Kiva robots in warehouse operations and shipped orders through carriers including UPS Ground and FedEx. The focus on logistics was important because diapers and other family essentials are bulky, frequently purchased, and often needed quickly. The company later maintained headquarters at Exchange Place in Jersey City, New Jersey. Diapers.com became part of a wider portfolio of specialist e-commerce brands. The corporate entity, originally known as Diapers, Inc., changed its name to Quidsi in 2009. Quidsi operated or developed additional vertical sites, including Soap.com, Wag.com, BeautyBar.com, Casa.com, and YoYo.com. Diapers.com nevertheless remained the best-known of the group’s original specialty retail concepts. The business received recognition from Inc. magazine in 2009, ranking 35th overall, first in retail, third in the New York–New Jersey–Pennsylvania region, and fifth among the publication’s top Indian-run companies. The rankings reflected the company’s rapid growth and the broader expansion of specialized online retail in the late 2000s. Amazon acquired Quidsi on November 8, 2010, for a reported $545 million. Before the acquisition, Amazon had competed aggressively with Diapers.com by offering diapers at substantial losses. That conduct was later described by critics as predatory pricing and as an effort to weaken the target before purchasing it. After the acquisition, Diapers.com continued to operate independently for several years, following an integration model that was compared with Amazon’s approach to Zappos. In March 2017, Amazon announced that Diapers.com and the other Quidsi websites would be discontinued because they had not become profitable. The standalone services closed on April 19, 2017. On April 20, the former Quidsi domains were redirected or otherwise made available through Amazon.com. Diapers.com therefore ceased to exist as an independent operating brand in 2017.
- 2017
Standalone service closes
[1]Amazon closes Diapers.com and the other Quidsi sites on April 19 because the businesses were not profitable.
- 2010
Amazon acquires Quidsi
[1]Amazon.com acquires Quidsi, the parent company of Diapers.com, for a reported $545 million on November 8.
- 2009
Parent company adopts the Quidsi name
[1]Diapers, Inc. changes its name to Quidsi as the business develops a portfolio of specialist e-commerce sites.
- 2009
Recognition in Inc. magazine rankings
[1]Inc. ranks the company 35th overall, first in retail, and among the leading companies in the New York–New Jersey–Pennsylvania region and its Indian-run-company ranking.
- 2008
Product range expands beyond consumables
[1]By late 2008, the retailer adds clothing, car seats, strollers, toys, and other baby merchandise to its diaper, wipe, and formula assortment.
- 2007
First full-time employee hired
[1]Diapers.com hires its first full-time employee, marking an early stage in the company’s organizational expansion.
- 2006
Formal office opens in Montclair
[1]The company opens a formal office in Montclair, New Jersey, as it develops beyond its initial launch phase.
- 2005
Diapers.com launches as 1800DIAPERS
[1]Marc Lore and Vinit Bharara establish an online retailer focused on diapers, wipes, formula, and other recurring baby-care purchases.
Products and positioning
Convenient specialist online shopping for recurring baby-care purchases, supported by home delivery, broad assortment, and fulfillment infrastructure.
Baby care consumables · 2005
Diapers
Diapers were the company’s core category and the basis of its original 1800DIAPERS concept. The retailer focused on making recurring purchases of bulky, essential baby-care products easier through online ordering and home delivery.
Baby care consumables · 2005
Baby wipes
Baby wipes formed part of the original consumables assortment alongside diapers and formula. They supported the site’s positioning as a replenishment-oriented destination for parents managing frequent household purchases.
Infant nutrition · 2005
Infant formula
Infant formula was sold from the company’s early period and contributed to its broader proposition around delivered necessities for families with babies and young children.
Baby products · 2008
Baby gear and apparel
The assortment expanded by late 2008 to include baby clothing, car seats, strollers, and toys. This wider range allowed Diapers.com to serve as a more comprehensive online baby-products retailer rather than only a consumables site.
Controversies
2010
Amazon pricing dispute before the Quidsi acquisition
Before acquiring Quidsi, Amazon reportedly priced diapers at steep losses to compete with Diapers.com and pressure the company. Critics characterized the conduct as predatory pricing and argued that it helped lower the eventual acquisition price. The episode remains a frequently cited controversy surrounding the transaction.
Brand decisions
2017
Close the standalone Quidsi sitesStrategyBackground
Amazon determined that Diapers.com and the other Quidsi businesses were not profitable as standalone operations.
Action taken
Amazon announced the shutdown of Diapers.com and the other Quidsi sites in March 2017 and closed them on April 19.
Aftermath
The former websites were relocated or redirected to Amazon.com, ending Diapers.com as an independent brand and service.
2010
Amazon acquires Quidsi and Diapers.comM&ABackground
Diapers.com had become a prominent specialist online retailer, while Amazon was competing aggressively in the diaper category.
Action taken
Amazon acquired Quidsi, Inc. on November 8, 2010, for a reported $545 million.
Aftermath
Diapers.com continued operating as a separate site under Amazon ownership until the Quidsi portfolio was closed in 2017.
Reported acquisition price. 545 million US dollars (November 8, 2010)
2008
Expand from diapers into broader baby merchandiseStrategyBackground
The business began with a narrow focus on diapers and other consumables, but the online baby-products market offered opportunities to increase basket size and customer relevance.
Action taken
By late 2008, Diapers.com added clothing, car seats, strollers, toys, and related baby products.
Aftermath
The move broadened the retailer’s identity from a diaper-delivery service to a more comprehensive online destination for baby products.
Sources1 sources
Cite this profile: Cite the canonical profile. /brand-wiki/diaperscom · Editorial policy · How profiles are compiled