Amazon Launches Amazon 'Elements,' Its Own Brand Of Premium Products

Amazon is now selling a line of premium products available exclusively to Amazon Prime members, starting with diapers and baby wipes. Amazon Elements arrives just in time for the holidays and will have more items available in the future, the Seattle online retailer said Thursday.

Unlike other items available for purchase on Amazon.com, Amazon Elements products will give customers information about "when and where items were made, why each ingredient was included, where the ingredients were sourced and much more," the company said.

"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 statement.

Customers can get more information after they receive their orders by scanning codes found on each item. This will pull up information such as a product's "best by" date and where it was manufactured.

Amazon Elements marks a big step for the company, but Amazon isn't a total newcomer to selling self-branded products. For years, the company has been selling its own electronics, earning mixed reviews. While Amazon's Kindle e-book readers are beloved, other gadgets have been total busts. The Amazon Fire Phone failed to sell well while the recently launched Amazon Echo voice-controlled speaker was beat up in an early review by CNET.