First shoes, now diapers. Amazon is reportedly about to announce on Monday the acquisition of Quidsi, the New Jersey-based ecommerce company behind Diapers.com , Soap.com , and, most recently, BeautyBar.com . Fortune's Dan Primack, who broke the story from a maternity ward in Boston where his daughter was just born (no joke), puts the price of the all-cash deal at $540 million. A year ago, Amazon bought online shoe retailer Zappos for $1.2 billion . Founded by Vinit Bharara and Marc Lore , Quidsi has raised a total of $78.5 million. Its most recent funding was a $20 million debt round last April from investors including Accel, Besssemer, MentorTech, and New Enterprise Associates.