On September 14, 2010, Lore and Bharara went to Seattle to meet with Jeff Bezos about acquiring Quidsi. While they were in their morning meeting with Bezos, Amazon sent out a press release, introducing a new service called Amazon Mom. It's a sweet deal for new parents: They can get a year's worth of free two-day shipping (a program that costs $79 to join), and More perks are available, including an additional 30% off baby diapers if they sign up for regular monthly diaper deliveries as part of the Subscribe and Save service. In New Jersey, Quidsi employees tried their best to contact the company's founders, discussing the public reaction to the Amazon Mom service. It is no coincidence that they are inaccessible. They were unaware of the meeting in Amazon's office.

Now Quidsi can understand himself clearly. That month, Diapers listed a case of Pampers at $45; Amazon prices the same product at $39, and Amazon Mom customers with its Subscribe and Save service can get a box of Pampers for $30 less. By then, Quidsi's leaders had what they needed to know about shipping rates, which factor into Procter & Gamble's wholesale prices; and calculated that Amazon was on track to lose $100 million in three months just on baby diapers