Diapers.com, founded in 2005 by Marc Lore and Vinit Bharara in Montclair, NJ, is the largest online specialty retailer for baby products. Initially founded as 1800DIAPERS, the company set out delivering consumables, such as diapers, wipes, and formula, to parents with free 1-2 day shipping and a focus on customer service. It has a very strong operational team, using Kiva robots in its fulfillment centers and a combination of UPS Ground and FedEx delivery to achieve this fast shipping. In late 2008, Diapers.com expanded its selection into far-reaching baby categories, including clothes, car seats, strollers, and toys. Today, Diapers.com is the largest pure play retailer online for everything baby. It prides itself in its customer service (365 day free returns, free 1-2 day shipping over certain order sizes, etc.)
Sister site Soap.com was started in July 2010; BeautyBar.com in October 2010; Wag.com in July 2011; Yoyo.com in September 2011. Amazon.com acquired Quidsi, Inc., which operates Diapers.com and Soap.com for $550 million on November 8, 2010. It will continue to operate independently.
The site currently operates with a shared shopping cart with its sister sites. However, it still remains separate from Amazon. It follows an integration model similar to Zappos.