Amazon launches Amazon Elements, an ‘ethical’ own-brand product line for Prime members only

This is an interesting move from Amazon: The e-commerce giant just announced a new Amazon Elements range of products, delivering what it calls a “new level of transparency” that reveals where and when specific items were made.

While the information on the products will be revealed to anyone, the products themselves will only be made available to those on its annual Prime subscription plan. The new products only seem to be available to those living in the U.S. for now.

Amazon Elements is limited to a “new line of premium, everyday essentials.” For now, that’s just two items — diapers and baby wipes. But don’t let that blind you to the bigger news here. Amazon is increasingly looking to work directly with manufacturers to compete with other retailers, which in this case will be companies such as Huggies which already sells its products directly through Amazon. The upshot? More “competitive” pricing for Amazon customers, and more undercutting Amazon’s competitors.

From a consumer’s perspective, however, this move means you can now learn all about the diaper fluff, including:

“Loblolly pine tree pulp for Amazon Elements Soft & Cozy Diapers is sourced from forests in Alabama.

This species of pine in the southeastern United States is comprised of longer, heavier, and larger-diameter fibers than woods from elsewhere in the U.S., which means it’s stronger and wicks fluid faster. It’s no surprise that this effective, absorbent material is common in disposable diapers.”

Other information at your disposal includes why certain ingredients were added and where the ingredients were sourced.

As well as striving to position itself as a more ethical company, this also goes some way towards selling Prime subscriptions to those who’ve yet to sign up to the $99/year service. In addition to Amazon Prime Instant video, Amazon Prime Music, and express shipping for your online purchases, you can now buy items that are easy on your conscience too.