It’s a sad day for parents across the US.

Amazon said on Wednesday that it was shutting down Quidsi, the company behind and that it acquired for $545m less than seven years ago, after failing to make the websites profitable.

“We have worked extremely hard for the past seven years to get Quidsi to be profitable, and unfortunately we have not been able to do so,” said Amazon in an emailed statement.

“Quidsi has great brand expertise and they will continue to offer selection on; the software development team will focus on building technology for AmazonFresh.”

Founded in 2005 by two New Jersey entrepreneurs, quickly gained a following among parents for the speed and low costs in which they can order nappies and other baby-related products.

It was snapped up by Amazon in 2010 as part of the e-commerce giant’s then-plans to attract more young female customers.

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