UDPATE 1-Amazon to buy Diapers.com parent company – report

* Amazon to pay $540 mln to $545 mln – report

* Deal to be announced on Monday – report

(Adds details from reports, background)

SAN FRANCISCO, Nov 7 (BestGrowthStock) – Amazon.com Inc (AMZN.O: )
is expected to buy the parent company of Diapers.com for $540
million to $545 million, according to media reports.

The deal will be announced on Monday, said a report on
Fortune magazine’s website on Saturday, which did not cite any
sources.

The acquisition comes as Amazon has stepped up its efforts
to boost its baby care products business.

In September, Amazon launched its Amazon Mom program,
offering perks like three-months worth of free two-day
shipping. Amazon also offered a 30 percent discount on diapers
and wipes to consumers who sign up for its Subscribe & Save
program for consumable items.

Diapers.com, which launched in 2005, is owned by Jersey
City, New Jersey-based Quidsi Inc, which also owns Soap.com,
and is backed by venture capital firms Accel Partners, Bessemer
Venture Partners and New Enterprise Associates, among others.

Amazon and Quidsi did not return emails for comment.

Amazon, the world’s largest online 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.

In 2009, Amazon acquired online shoe retailer Zappos.com for
roughly $1.1 billion.

A separate report in the Wall Street Journal on Sunday said
that Amazon will pay $500 million in cash and $45 million in
debt and other liabilities for Quidsi, whose management will
remain with Amazon.
(Reporting by Alexei Oreskovic and Helen Chernikoff, editing
by Maureen Bavdek and Marguerita Choy)

UDPATE 1-Amazon to buy Diapers.com parent company – report