Products and Design
Amazon's New 'Elements' Line Offers Customers 'Unprecedented' Level of Product Transparency

Amazon has announced the launch of Amazon Elements, a new line of everyday essentials with transparent origins. Beginning with signature diapers and baby wipes, Amazon Elements offers Prime members an unprecedented level of information — when and where items were made, why each ingredient was included, where the ingredients were sourced and more.

“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, VP of Amazon Consumables. "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.”

Each Amazon Elements product page has an unprecedented level of information ranging from where items were sourced to facts about why each ingredient was used to make the product. Plus, each Amazon Elements package has a unique code that can be scanned using the Amazon mobile app to track its specific ingredients and their origins, its date and place of manufacture, date of delivery, ‘best by’ date and more.

In other product-transparency news, in its 2014 sustainability report, released last month, SC Johnson detailed significant advancements in ingredient transparency through its SC Johnson Greenlist™ process, which helps product formulators and packaging engineers identify opportunities for improvements: The company started with 18 percent “Better/Best” ingredients in 2001 — today, it is at 47 percent and its goal is 58 percent by 2016. And in October, Clorox launched its Preferred Ingredient Calculator, designed to help inform the company’s product developers of the sustainability of the formulations and raw materials they use in their products, and expanded its Ingredients Inside program — a mobile app that lists and explains all ingredients of Clorox products to shoppers — to include specific fragrance components.


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