Amazon said that privately held Quidsi will continue to operate independently after the acquisition, which is expected to close in December. Amazon plans to assume about $45 million in debt and other obligations as part of the deal, which has been approved by Quidsi’s shareholders.
Soap.com sells health, beauty and cleaning products, while Diapers.com sells baby-care items, including food and maternity wear. And Quidsi recently launched BeautyBar.com, which sells higher-end skin care, makeup and other products.
Amazon, based in Seattle, bought popular online shoe retailer Zappos.com, for $850 million last year. Zappos also operates independently as a unit of Amazon.
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Like Zappos, Quidsi is known for “high levels of customer service,” and the company has invested heavily in its supply-chain logistics, including proprietary software, said Shawn Milne, an analyst with Janney Capital Markets, in a note to clients. “If you can’t beat them, buy them,” he said.