It’s not always easy convincing people to pay $99 a year for anything, but if you can tap into an existing need, the customers will often come running. And in the case of Amazon Elements, the new program rolled out to lure in new Prime subscribers, that prize it’s dangling is upscale diapers and baby wipes.

Amazon announced its plan to herd customers through its Prime sign-up plan yesterday, touting Amazon Elements as a program that’s exclusive to Prime subscribers and full of all the magical wonder and delight that ethically sourced baby products can bring.

So what makes these diapers so special? Amazon says they’re “ultra-absorbent and have a breathable outer cover, advanced super-absorbent polymers, stretchable waist band and leg elastics for better fit, an umbilical notch on Newborn diapers, and a pocketed waist band in sizes newborn through 2.”

Diapers and wipes are just the first offering to roll out under the Elements flag, with Amazon pushing the project as “a new line of premium, everyday essentials with transparent origins.”

“Our obsession with customers and drive to continuously innovate on their behalf has led us to create Amazon Elements. The two things customers told us they want are premium products that meet their high standards, and access to information so they can make informed decisions, Amazon Elements offers both,” said Sunny Jain, Amazon.com Consumables Vice President in a press release. “We’ve leveraged our strengths in technology to bring customers an unprecedented level of information about these products, all with just the click of a button. We’re excited to offer Amazon Prime members added selection, beginning with diapers and baby wipes.”

Basically, the products page for each item has a bunch of information included about where the items come from and why they were made the way they were. Each package comes with a scannable code that can be fed into the Amazon mobile shopping app, so customers can track its ingredients and their origins, as well as date and place of manufacture, date of delivery, “best by” date and other things.

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