If you care about where your product comes from and are a member of Amazon Prime, the company’s latest product line might be right up your alley. Amazon today announced Amazon Elements, a line of premium home goods that’ll offer Prime users information about where the product was made, the ingredients used, where those ingredients were sourced and more.
Each Amazon Elements item comes with a QR Code on the packaging so customers can learn more about the product’s origin. The company will launch the line starting with baby products such as diapers and baby wipes – putting it in direct competition with actress Jessica Alba-backed, eco-friendly household product startup The Honest Company.
The launch of Amazon Elements marks a move towards offering Prime members further exclusivity and transparency in return for their loyalty – in addition to providing more private-label products like its AmazonBasics line.