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Alabama Cuts Tax On Baby Essentials

Plus: Tonies bets on screen-free audio to win toddlers

Author

Zihan Lyu
September 03, 2025 • Estimated Reading Time: 4 minutes

Baby Boom

Here's what's happening this week in the world of maternity and baby eCommerce:
- Tonies debuts Toniebox 2 with gameplay and bedtime features.
- Organic baby food leaders double down on clean label.
- Postpartum pads demand skews to fragrance-free, ultra-absorbent designs.

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📌WEEKLY MUST-KNOWS

Effective Sept 1, Alabama removed the 4 percent state sales tax on tampons, pads, diapers, baby formula, bottles, wipes, breast pumps, and maternity clothing; adult diapers were added by amendment. This lowers shelf prices and could lift conversion for value-focused households, though county and city taxes may still apply. Brands and retailers should adjust pricing, promos, and geo-targeted messaging for Alabama while monitoring local-tax variance.

Good Housekeeping’s panel named Once Upon a Farm (HPP, refrigerated) and Happy Baby among top organic picks, highlighting Clean Label Project Purity Awards and fortified options like Cerebelly. The list signals continued premiumization and safety signaling as purchase drivers, including transparency, toxin testing, and functional nutrition claims.

What to Expect’s expert-vetted list elevates 8-free and plant-based lines like Essie LOVE with EWG ratings, while dermatologists note conventional polish is generally safe in pregnancy. Ingredient-avoidance claims and third-party ratings are becoming table stakes for prenatal beauty. Beauty and marketplace sellers can lean into “free-from,” safety FAQs, and certification cues to improve consideration with pregnant shoppers.

⚡QUICK READS

Fragrance-Free, Leak-Proof Pads Top Postpartum Picks: What to Expect ranks Always Infinity and other fragrance-free, comfort-first pads, signaling demand for softness, absorbency, and ice-pack options during the 6-week lochia period; consider bundling with mesh underwear for hospital-bag merchandising.(More)

Toniebox 2 Targets Ages 1 And Up: Lowering the entry age expands TAM and shifts creative toward toddler routines and COPPA-safe engagement; align PDP copy, safety claims, and retail media ahead of holiday spikes.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division