Amazon softly launched its own private label nappies on its site last week, this time under the Mama Bear brand. The brand, which already sells other babe items like baby food and nappy pail refills, is now carrying size newborn through sizing 6 diapers. Nonetheless, shoppers will have to request an invite to purchase the items, as they’re still being launched.

The arrival of Amazon’s own diaper brand follows reports from last year which claimed Amazon was planning to re-enter this market, after drawing its line of diapers sold under the Amazon Elements name back in January 2015.

While Amazon Elements continues to sell baby wipes, it more recently expanded to include vitamins and supplements– not other newborn products.

But the success of Amazon’s baby wipes line may have rival nappy manufacturers fearing Amazon’s return to the market. Today, Amazon Elements wipes have achieved 14 percentage market share, up from 9 to 10 percent since last year , notes the firm One Click Retail. Another brand, Water Wipes, have gained more market share in wipes, but Amazon Elements is the number 2 gainer, the firm said.

While still invite-only, Amazon’s new nappies field already proving to be a strong sales motorist for the Mama Bear brand. The seven ASINs( Amazon Standard Identification Number, or basically, an Amazon SKU) for these new nappies have now been taken into consideration 38 percent of the brand’s sales.

In addition, Amazon launched a new diaper pail refill ASIN around three months ago. On its own, it accounted for 41 percentage of Mama Bear marketings last week.

In other words, diapers and the diaper pail refill combined accounted for around 79 percent of Mama Bear marketings last week.

While Mama Bear marketings have spiked before- such as during Amazon’s sales holiday, Prime Week- the launch of the new private label diapers led to the largest sales spike the brand has ever seen last week, says One Click Retail CEO Spencer Millerberg.

Amazon’s investment in its private label lines has been exploding in recent months, including way, home, and other verticals. Its latest additions, reported the coming week, were new lines of activewear clothing, via brands called Goodsport, Rebel Canyon, and Peak Velocity. It likewise only entered the furniture marketplace, with brands called Rivet and Stone& Beam, following earlier expansions into lingerie, shoes and handbags, and plus-size fashion.

A number of Amazon’s private labels today have recognized millions, or even tens of millions or hundreds of millions in marketings. A prior report from One Click Retail procured the AmazonBasics line, for example, has over $250 million YTD, or 85 percent of total private brand sales in the U.S.

Meanwhile, Amazon’s apparel label Lark& Ro and its child care and vitamins brand Amazon Elements have each grown-up 90 percentage year-over-year, with respective sales of approximately$ 5 million and $10 million, research reports said.

The new Mama Bear-branded nappies are being manufactured through Kimberly Clark, information sources familiar with the situation says.

The diapers likewise come in two pattern options, white and a births publication, and are sold as 4-packs, with a different amount per pack, depending on the nappy sizing. They’re competitively priced with contributing brands: for example, 128 newborn diapers will sell for $25.49 when launched; 216 sizing 1 nappies are $38.49; 184 size 2 nappies are $39.69; and so on.

For comparison’s sake, 128 newborn Pampers Swaddlers are $26.28 and 216 sizing 1 Huggies Little Snugglers are $37.04- to give you an idea of diaper pricing in general.

When comparing four sizings of Pampers Swaddlers that did have exact equivalent pack sizes to Mama Bear’s packs, Amazon’s brand saved shoppers 11 percentage to 17 percent.

For Amazon, the addition of its own nappies and other private labels will have a bottom line impact, due to their increased margins. Plus, in some cases, the labels are used to drive customers to are in favour of Prime, as the brands themselves are Prime-only. So far that’s been the case for Mama Bear products, but the nappies aren’t yet labeled this way. Nonetheless, that could be because they’re still in invite mode.

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