Amazon.com Inc. has pulled its Amazon Elements-branded diapers, at least temporarily, due to negative feedback from consumers.

The online retailer, No. 1 in the Internet Retailer Top 500 Guide, had started selling its own branded diapers in early December under the brand name Amazon Elements, a brand available only to those who pay $99 per year for an Amazon Prime subscription. Those diapers were met with a rocky reception in the early going, with customers posting three one-star reviews just after Amazon introduced the product.

An Amazon spokesman confirmed today that the e-retailer was pulling the product in response to customer reaction.

“Based on early customer feedback about Amazon Elements Diapers, we are making some design improvements,” he said. “We’ll let customers know when new diapers are available.”

Clicking on a link that once launched a page offering the Amazon Elements diapers now produces a 404 error: Document Not Found page. Customers can still buy Amazon Elements-branded baby wipes through the site.

When Amazon Elements launched, Amazon touted its “unprecedented level of information” about the products being sold through the site including information about why it chose to work with the manufacturer, attributes about each product, and brief reviews from Amazon customers.