Amazon.com Inc. today launched a discount program for parents and guardians of young children. Consumers who sign up for a free membership to Amazon Moms can receive free shipping and price reductions on products for infants and toddlers.

“We understand that children are very rewarding and at times can be expensive,” says Doug Herrington, vice president of consumables at Amazon.com. “Amazon Mom makes it easier than ever for families to get everything they need, from strollers and diapers to digital cameras and blenders, all with great prices and fast free shipping directly to your doorstep.”

Consumers can sign up for the program through their Amazon accounts. Amazon asks consumers to indicate whether they are a mom, dad, step-parent, family member or other caregiver.

Program members receive three months of unlimited, free two-day shipping with Amazon Prime on eligible items, which additional months possible for up to one year. The program offers 30% discounts on select diapers and wipes when members sign up for Amazon’s Subscribe & Save delivery, which enables consumers to receive automatic shipments of products

Amazon.com is No. 1 in the Internet Retailer Top 500 Guide.