How I Built This with Guy Raz

diapers.com: Marc Lore. The ecommerce visionary who lost to Amazon but still made billions (2021)

30 Mar 2026

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Back in the early days of ecommerce, Marc Lore took a classic retail loss leader–diapers– and turned it into a DTC giant– Diapers.com. It did so well that it attracted the attention of Amazon, which slashed prices on its own diapers until Marc was forced to sell them his business. It was not a happy moment, but it was a galvanizing one: Marc went on to launch another ecommerce company, jet.com. Within a year, it was bought by Walmart in a deal valued at $3.3 billion. This is a story about a devastating corporate surrender, a multi-million dollar comeback, and a founder with a relentless ability to re-invent himself. Timestamps: 10:04 – Marc’s “boost-your-grades” bet with his college coach 14:21 – A job on Wall Street and a Master Plan: 8 figures by age 4816:28 – How a lunchtime lark turned into a spot on the U.S. Bobsled Team27:44 – How random Google searches led Marc to diapers35:29 – Guerilla tactic: Buying all of P&G’s diapers to get their attention40:07 – The simple packaging hack that boosted sales 45:53 – Building a retail empire (and getting on Amazon’s radar)47:52 – Amazon’s scorched earth strategy forces Marc to sell 1:00:11 – Raising $750M to take on Jeff Bezos1:03:02 – A brand new business and a $3.3 billion exit: Walmart’s record-breaking dealThis episode was produced by Casey Herman with music composed by Ramtin Arablouei. It was edited by Neva Grant. Follow How I Built This:Instagram → @howibuiltthisX → @HowIBuiltThisFacebook → How I Built ThisFollow Guy Raz:Instagram → @guy.razYoutube → guy_razX → @guyrazSubstack → guyraz.substack.comWebsite → guyraz.comSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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How I Built This with Guy Raz

diapers.com: Marc Lore. The ecommerce visionary who lost to Amazon but still made billions (2021)

This episode hasn't been transcribed yet

Other episodes from How I Built This with Guy Raz

STARR Restaurants: Stephen Starr. How a Non-Foodie Built Thriving Restaurants on Gut Instinct

Advice Line with Shazi Visram of Happy Family Organics

Build-A-Bear: Maxine Clark. A Former Shoe Executive Launches a Stuffed Animal Empire

Advice Line with Christina Tosi of Milk Bar

Shopify: Tobias Lütke. How a snowboarder built a $150 billion business (2019)

Advice Line with Tim Ferriss (August 2025)

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