Diapers.com, the Amazon-owned e-commerce site targeting parents with new babies, is today launching a native app on the iPad, after seeing its mobile traffic increase more than 100 percent year-over-year. In December 2012, the company found that 40 percent of the website’s visitors came to shop via a smartphone or tablet.
The new app now joins the previously launched Diapers.com mobile apps for iPhone and Android, which were released in April 2011 and November 2012, respectively. (Distimo ranks Diapers.com #120 in the “Lifestyle” category on iOS; it’s #93 under “Shopping” on Google Play, to give you an idea of traction.)
On iPad, the Diapers.com app will support “MyLists,” which allows parents to quickly re-order regular items; a search interface that supports both voice and barcode scanning; and it syncs users’ shopping carts between web and tablet. The company’s catalog currently offers over 50,000 baby products, including feeding supplies, gear, toys, books, clothing, nursery items, and of course, diapers.
The launch of Diapers.com is notable because it’s the first of Amazon’s Quidsi apps to arrive on the tablet form factor. The subsidiary, which also operates Soap.com, YoYo.com, Wag.com, Casa.com, Vine.com and others, has already brought a half-dozen of its e-commerce websites to the small screen of the iPhone, and three to Android.
All the apps also support the ability to shop other Quidsi sites from within their interface, which could drive awareness and adoption of the other properties. Parents shopping on Diapers.com, for example, could hop over to YoYo.com to browse toys, and then add both their Diapers.com and YoYo.com purchases to a single shopping cart and check out just one time.
Diapers.com was likely chosen first to go to iPad based on its popularity. On iPhone, it’s #120 in “Lifestyle, as noted above, but Wag.com is ranked even lower (#271) as is Soap.com (#293). Vine.com and YoYo.com were not even ranked in this category on iOS. On Android, the apps are also ranked further down in the charts, with Diapers.com being the top-most app at #93 in Shopping, and Soap.com (#255) and Wag.com (#291) lower.
The new Diapers.com for iPad is available as a free download here.