Amazon’s Vine.com Is Now Allergy Friendly: Grocer Gets a Facelift

Source: Thinkstock

Source: Thinkstock

Amazon’s (NASDAQ:AMZN) Vine.com is catering to allergy restrictions in a whole new way. Fierce Retail reported Thursday that Quidsi, the Amazon-owned e-commerce unit that operates 10 websites, has reinvented Vine.com to make it easier for consumers with dietary restrictions to purchase natural, organic, and allergen-free groceries. Vine.com has always marketed its natural and organic products, but up until now, customers with certain dietary restrictions were on their own to find the products free of whatever component that provoked their allergic reactions. Now, however, according to Fierce Retail, VineMarket.com features a drop-down menu that includes searchable categories such as peanut-free, dairy-free, soy-free, gluten-free, kosher, vegan, and organic foods, beverages, nutritional supplements, toiletries, and household products.

The new VineMarket.com is expected to go over significantly well with health-conscious consumers, especially those with dangerous allergies, because more and more customers have shown an interest in either cutting out certain food groups or avoiding them whether or not they have allergies, and Quidsi’s new rebranded grocery site makes it that much easier for them to do so. Although, according to Fierce Retail, Vine has never sold any products with high fructure corn syrup, trans fat, artificial preservatives, animal byproducts or parabens, VineMarket.com now looks even more appealing to consumers because it removes any questions as to what components are present in certain food products.

In addition to the fact that more than 15 million American suffer from food allergies, more and more people are also turning away from products with gluten and dairy because of the current food trends that have picked up steam in the U.S. Quidsi has evidently picked up on those trends, and worked to take advantage of them while also keeping its allergy sufferers in mind. According to Fierce Retail, David Zhang, VP of retail at Quidsi and head of VineMarket.com, explained that, “We know how difficult and time-consuming it can be to sort through grocery options and read long ingredient labels, and hope that our work on VineMarket.com will help make it easier to shop for natural and organic products while adhering to the dietary needs of everyone in the house.”

Quidsi was founded originally in 2005 as Diapers.com, and it was the startup company that was highlighted in Brad Stone’s recent book about Amazon.com and CEO Jeff Bezos titled, The Everything Store: Jeff Bezos and the Age of Amazon. When Quidsi posed a threat to Amazon’s emerging baby products business in 2008, it went back and forth with Amazon in a brutal process that involved the e-commerce giant trying to buy the startup out, and Amazon eventually eventually agreed to offer to buy Quidsi for $540 million in 2011 just so Wal-Mart Stores (NYSE:WMT) couldn’t win the deal.

Now, three years later and officially under the Amazon umbrella, Quidsi is doing fine, and has grown to include Soap.com, Wag.com, Yoyo.com, Casa.com, Afterschool.com, Look.com, and Bookworm.com, as highlighted by Fierce Retail. It is clear that it is interested in taking its Vine.com one step further to boost its consumer appeal even more. Though VineMarket.com competes with brick-and-mortar retailers like Whole Foods (NYSE:WFM), Trader Joe’s, and other health-focused grocery stores, it has yet to take on more competition on the Internet, and before it does, it’s prepping itself to be ready for the fight.

More From Wall St. Cheat Sheet: