"It's been quite good at what it does," Softpedia writes. "So much so that Amazon was forced to acquire the company [for $545 million last November], after putting some pricing
pressure on it since Amazon carried some of the same items as Diapers.com, for example." Regarding its latest foray, Marc Lore, CEO of Quidsi, says: "We've heard again and again that toy shopping can
be totally overwhelming, which is why we wanted to create a toy destination that makes the experience as simple and efficient as possible, and hopefully even a little fun."
The site boasts a wide selection of toys, but, so as not to overwhelm shoppers, it uses personalized recommendations as well as guided toy-finder tools.