Last November, Amazon quietly re-entered the diapers market with the launch of its own private label diapers under the Mama Bear brand – its first diaper brand since pulling its Amazon Elements line back in January 2015. Now, Amazon has launched its second diapers brand, this time under the new name of Earth + Eden. Unlike Mama Bear, which is the Amazon equivalent to something like Pampers, Amazon’s Earth + Eden appears to be more of a competitor to premium diapers, like those sold on Honest.com.

What makes this even more interesting is that The Honest Company last year began to sell its products on Amazon.com, as part of the business’ larger shift from e-commerce to omnichannel. (Or because it’s difficult to carve out a meaningful direct-to-consumer business in Amazon’s shadow.)

Through The Honest Company’s Amazon.com storefront, shoppers can buy its diapers, overnight pants, lotions, shampoos, and other personal care products.

So, in addition to owning so much of the e-commerce market that its competitor had to establish an Amazon.com presence, Amazon is now going to compete with that competitor’s main product – baby diapers – right on its website, too.

The Honest Company touts its diapers’ super-soft, safe, gentle, hypoallergenic, and most importantly, sustainably-sourced materials, as does the Earth + Eden diapers’ product page.

The diapers are described as:

In the Q&A section of the product page and in the images, the manufacturer also notes other “green” choices it made – like how the diapers are “free from harsh chemicals,” have “no lotions, parabens, fragrance, latex, or chlorine bleaching,” and use “non-toxic, water based inks.”

The product images themselves also have an eco vibe to them with photos of babies in green grass fields, or mothers cuddling little ones with flowers and trees all around them.

Also like Honest.com’s diapers, the Earth + Eden diapers come in prints instead of just plain white. However, its print is not all over the diaper as with Honest’s diapers – just a band at the top. (And frankly, Amazon’s prints are a little boring by comparison.)

But Amazon’s diapers may not be competing so much on looks, as they are on price.

The diapers range in price from $0.21 each (size 1) to $0.51 each (size 7), which puts them more in line with a mainstream disposable diaper brands, like Luvs, Huggies or Pampers – not premium diapers like Honest or Pampers Pure, for example.

The website This Just In was first to spot the diapers’ launch, and notes that the manufacturer identifies themselves as by “First Quality Enterprises” of Great Neck, N.Y.

There’s no real indication on the diapers’ product page itself that it’s an Amazon brand. However, the listing for the Earth + Eden diapers simply shows up under a heading entitled “Our Brands” which is surfaced when online shoppers search for baby diapers on Amazon’s site. (See below)

Based on the product’s reviews, the new diapers appear to have hit Amazon sometime in August. Some customers received them for free through Amazon Vine, the retailer’s own program that connects manufacturers to trusted reviewers.

Diapers are huge business, but one where Amazon could still do better.

While its Amazon Elements line of wipes had achieved a 14% market share as of the time the Mama Bear brand of diapers launched last November, those same diapers are currently the #46 best-seller in their category.

In addition, Amazon last year exited its Quidsi business, whose flagship property was Diapers.com. That URL now redirects to a landing page on Amazon.com, where baby products are listed. (The Earth + Eden brand appears on this page, as well, when you click on the link to view the diapers.)

We’ve asked Amazon for comment and will update if the company provides a response.