Amazon Sold a Used Diaper. It Tanked a Mom-and-Pop Business
The company put the returned diaper back into circulation, prompting a scathing review that haunts the sellers to this day.
Paul Baron and Rachelle Baron.
Photographer: Rachel WoolfThis article is for subscribers only.
Paul and Rachelle Baron were an Amazon success story. The washable swim diaper they designed for their infant son quickly became a best-selling product as the online retailer’s algorithm worked its magic. Satisfied parents left five-star ratings and glowing feedback, elevating the diaper in search results and steering more shoppers their way. The momentum seemed unstoppable.
Then one scathing review changed everything.