Amazon Pays $540 Million For

Amazon will pay between $540 million and $545 million for the parent company of, Reuters reported, citing media accounts. The deal comes as Amazon bolsters its baby care offerings: in September, it launched the “Amazon Mom” program which provides member incentives such as discounts on diapers and free shipping. Five-year-old is owned by Jersey City-based Quidsi. The company is financed by Accel Partners, Bessemer Venture Partners and New Enterprise Associates, among others, Reuters reported.

(Reuters) – Inc is expected to buy the parent company of for $540 million to $545 million, according to media reports.

The deal will be announced on Monday, said a report on Fortune magazine’s website on Saturday, which did not cite any sources.

The acquisition comes as Amazon has stepped up its efforts to boost its baby care products business.

In September, Amazon launched its Amazon Mom program, offering perks like three-months worth of free two-day shipping. Amazon also offered a 30 percent discount on diapers and wipes to consumers who sign up for its Subscribe & Save program for consumable items., which launched in 2005, is owned by Jersey City, New Jersey-based Quidsi Inc, which also owns, and is backed by venture capital firms Accel Partners, Bessemer Venture Partners and New Enterprise Associates, among others.

Amazon and Quidsi did not return emails for comment.

Amazon, the world’s largest online retailer, has been expanding product lines as it tries to get more of its shoppers to sign up for subscription programs, which the company says fosters loyalty to the site.

In 2009, Amazon acquired online shoe retailer for roughly $1.1 billion.

A separate report in the Wall Street Journal on Sunday said that Amazon will pay $500 million in cash and $45 million in debt and other liabilities for Quidsi, whose management will remain with Amazon. (Reporting by Alexei Oreskovic and Helen Chernikoff, editing by Maureen Bavdek and Marguerita Choy)