Amazon will shut down Diapers.com and a bunch of other sites

Diapers.com won't sell diapers for much longer.

Amazon said Wednesday it plans to shutter the baby-care site and a handful of other specialty brands under the umbrella of its Quidsi unit, including Soaps.com, toy site Yoyo.com and pet supply shop Wag.com.

The online shopping giant bought Quidsi in 2010 for half a billion dollars, making it one of its biggest acquisition to date.

But Amazon said it was never able to make the company profitable in the years since.

“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,” a spokesperson said in a statement.

The goods sold across the suite of sites will be absorbed into Amazon's own inventory, and Quidsi's team of software developers will join AmazonFresh, the company's grocery delivery division. Another 263 Quidsi employees will be laid off.

Quidsi was founded by Marc Lore, who went on to launch Jet.com and later sell it to Walmart.

Aside from a short stint working there, Lore has spent the better part of his career battling Amazon. He agreed to sell Quidsi only after its future parent waged a brutal price war against it, and he then brazenly challenged Amazon's supremacy with Jet.

Now, as head of Walmart's e-commerce operations, he's in charge of Amazon's biggest competitor in the United States.

The news of Quidsi's closure comes the day after Amazon confirmed its purchase of the Middle Eastern shopping site Souq.com in a deal reportedly valued at around $650 million.