Amazon hits close to home with family program

Amazon is catering to Canadians by giving them a leg up when it comes to raising a family.

Amazon.ca launched its Amazon Family program in Canada this past week. The program is open to anyone responsible for caring for a baby or a young child.

The program offers an appealing 20% discount off of diapers, and access to other exclusive discounts and promotions related to children’s products. Perhaps most appealing, the program provides unlimited free two-day shipping.

After the 30-day trial, Amazon Family members must pay $79 a year for an Amazon Prime account.

The program targets Canadian families who will be spending money for years on diapers and childcare products.

“We believe the Amazon Family program will appeal to consumers with a high priority on convenience with pre-set scheduled deliveries directly to your home,” said Peter Sklar, BMO analyst. “ to those with a high volume of diaper purchases which will scale down the per unit cost of the upfront fixed member ship cost.”

Sklar believes the launch of the program solidifies Amazon.ca as a competitor in the baby category and as a credible threat to capture market share in the category from other Canadian retailers, including pharmacies and grocery stores.

Amazon.ca announced last year it would provide grocery delievery in Canada.