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. It uses Kiva robots for warehouse automation and a combination of UPS Ground and FedEx delivery. In late 2008, Diapers.com expanded its selection into far-reaching baby categories, including clothes, car seats, strollers, and toys.
Sister site Soap.com was started in July 2010; BeautyBar.com in October 2010; Wag.com in July 2011; Yoyo.com in September 2011, Casa.com in February 2012, vine.com in September 2012 and AfterSchool.com in October 2012. The site currently operates with a shared shopping cart with its sister sites.
Amazon.com acquired Quidsi, Inc., which operates Diapers.com and Soap.com, for $550 million on November 8, 2010. However, it will continue to operate independently and follows an integration model similar to the one Amazon uses with Zappos.com.