Report: Amazon acquires Quidsi to expand female reach

New York City A report Tuesday by the Financial Times said that Amazon has acquired the largest U.S. online retailer of diapers and other baby products for $545 million.

The move to acquire Quidsi, according to the report, is designed to increase Amazon’s access to young female customers. Quidsi has said that about 80% of Diapers.com’s (Quidsi’s website) almost 500,000 customers are women.

This past summer, Amazon launched a “Mom’s Club” for young parents, in order to increase its female audience.

The Quidsi acquisition comes one year after Amazon closed its $1.1 billion acquisition of Zappos, of which 62% of customers are women, according to the report.