Amazon.com "Mom" Program Bids For Newborn Loyalty

�Amazon.com is offering free shipping and other perks on baby items such as diapers to attract new consumers to its growing subscription service in a burgeoning market. The program, called Amazon Mom, is aimed at new mothers, a consumer segment short on time and often cash. The service competes with relatively new entrants in the online baby market, such as Diapers.com, as well as established brick and mortar retailers such as Wal-Mart Stores Inc and Costco Wholesale Corp, whose customers buy replenishable items in bulk.

Amazon, the world's largest retailer, has been expanding product lines as it tries to get more of its shoppers to sign up for subscription programs, which the company says fosters loyalty to the site. The company has attributed its double-digit growth to its "relentless" focus on the consumer, who has come to expect low prices, free shipping and convenience from online retailers.