Amazon launches service for new parents

Jo-Anne Hui-Miller

20th Jun 2019

Amazon Australia has just announced the launch of a service for expectant parents called Baby Wishlist, offering them the ability to select, organise and share product lists with family and friends ahead of the arrival of their newborns.

Selected customers will also receive a welcome box valued at $200 filled with new items, including baby bottles and newborn toys.

At the launch of the event in Sydney today, Adeline Tan, head of marketing and consumables at Amazon Australia said: “A lot of mums will be on their mobiles and breastfeeding at night, so we’ve ensured it’s mobile-friendly. As a first-time mum, you don’t know what products are best for your baby, so having those top picks from Babyology will also help to narrow down the shortlist.”

“The beauty is we have hundreds of thousands of products so when the baby is feeding, weaning or crawling, you can buy those products you need closer to that age and stage. In the past 18 months, we’ve grown the selection from tens of millions to 125 million across 29 categories. So say in the middle of the night and you’re doing your feed, you can re-order nappies and throw in a pair of mum sneakers.”

Wishlist owners are also eligible to get a 10 per cent discount on certain remaining items from their list up to 60 days before their due date (and at least 14 days after its creation). Prime members will receive 15 per cent.

Customers will also be eligible to receive a welcome box when they add more than 20 items to their list and have more than $59 worth of products shipped from it.

Valued at more than $200, the box includes more than 30 baby products including nappies, bottles, toys and clothing from brands such as Huggies, Pampers, Tommee Tippee, Bonds, Anais + Anais, Purebaby, Curash and Tiny Love.

Rocco Braeuniger, country manager for Amazon Australia said: “We have launched Baby Wishlist to provide expecting parents alongside their family and friends an easier way to shop ahead of their newest arrival.

“We hope that by offering parents this new benefit alongside free products we are helping them at the beginning of their journey.  Looking back I know that Baby Wishlist would have saved me a lot of time and trouble when my kids were born.”