Amazon Uses Upscale Diapers To Lure In Prime Members Inc. launched a new Prime-only service on Thursday called Amazon Elements, which gives subscribers exclusive access to premium content and information regarding where items are made, sourced and why each ingredient was included. The new line of products rolled out Thursday with baby wipes and diapers, complementing the company's recent moves into the consumer packaged goods category. MarketWatch reported last month that Amazon has been cutting prices for consumer packaged goods in an effort to better compete with brick-and-mortar retailers. Amazon said the upscale diapers have "advanced super-absorbent polymers" and an umbilical notch for newborns. Its shares fell 0.3% to $315.62 in recent trade.

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