diapers.com
Diapers.com was an online specialty retailer for baby products from 2005 to 2017. Founded by Marc Lore and Vinit Bharara, it sold diapers, wipes, formula, and later expanded to clothing, car seats, and strollers. The company was acquired by Amazon in 2010 for $500 million and shut down in 2017.
The Story
Diapers.com began in 2005 when Marc Lore and Vinit Bharara launched 1800DIAPERS out of a New Jersey church basement. The company quickly became the largest online retailer of baby products, reaching roughly $300 million in revenue and about 300 employees by 2010.
Its success caught Amazon's attention, and after an aggressive price war on diapers, Amazon acquired parent company Quidsi for approximately $545 million in 2011. Lore and his team continued running the business under Amazon for several years, navigating the challenges of operating within one of the world's most competitive e-commerce ecosystems.
Amazon ultimately shut down Diapers.com and the other Quidsi brands on April 19, 2017 due to lack of profitability. The episode explores how Lore turned a money-losing convenience play into a category leader, and why the acquisition felt less like a victory and more like a forced surrender.
Key Facts & Metrics
Company Timeline
2005 — Founded Diapers.com
Marc Lore and Vinit Bharara launched 1800DIAPERS out of a New Jersey church basement, later rebranded as Diapers.com.
2010 — Largest online baby product retailer
By 2010, Diapers.com became the biggest seller of baby products on the internet, with roughly 300 employees and about $300 million in revenue.
2011 — Acquired by Amazon
Amazon acquired parent company Quidsi for approximately $545 million after an aggressive pricing campaign against Diapers.com.
2017 — Shutdown by Amazon
Amazon shut down Diapers.com and all other Quidsi sites on April 19, 2017 due to lack of profitability.
