http://www.wired.com/2014/12/amazon-elements/

Amazon is already in the e-commerce business, the hardware business, the entertainment business. Heck, it’s even dabbling in the drone business. Now, the company, which started as no more than an online bookstore, is trying its hand at a new and altogether unexpected line of business: diapers.

Yes, on Thursday, Amazon rolled out a new line of diapers and baby wipes called Amazon Elements, which the company promises will be heavily dictated by customer reviews and be highly transparent about what materials are being used. Compared to the other industries Amazon is competing in, diapers can seem like a fairly small thing, and yet, this move signals a much larger shift for Amazon, because Elements positions Amazon as a competitor to some of the very brands who sell their goods on Amazon.