GoBabyMart vs. Itzy Ritzy: Which Diaper Bag Backpack Is Right for You?

Executive Summary

GoBabyMart Ultimate and Itzy Ritzy Boss Plus are both roomy diaper bag backpacks, but they are designed for noticeably different shoppers. Because Itzy Ritzy sells several backpack styles, this comparison focuses on the Itzy Ritzy Boss Plus Large Diaper Bag Backpack, the brand describes as a best-selling large diaper bag and the closest direct comparison to the GoBabyMart Ultimate. 

The GoBabyMart Ultimate is the stronger fit for parents who want a quilted-cotton exterior, playful printed designs, a matching pacifier pouch, machine-washable care and a significantly lower current price. The Itzy Ritzy Boss Plus is the stronger fit for shoppers who prioritize maximum built-in organization: it has 19 published pockets, two insulated bottle pockets, a 15-inch laptop sleeve, a full-opening front and a structured vegan-leather look. 

At our August 27, 2026 price check, GoBabyMart Ultimate was $64.99. Target's in-stock Itzy Ritzy Boss Plus prices varied by color: Chai Latte was $137.99, Cognac was $189.99, and Milk & Honey was $199.99. That made GoBabyMart at least $73 less than the lowest-priced in-stock Boss Plus color we found at Target. 

Research confidence: 95%.

Quick Verdict and Side-by-Side Comparison

Quick Verdict: GoBabyMart Ultimate vs. Itzy Ritzy Boss Plus

Choose the GoBabyMart Ultimate if you want a quilted-cotton diaper backpack with cute printed designs, an included pacifier pouch and changing pad, stroller attachments, insulated bottle storage, machine-washable care and a lower current price. 

Choose the Itzy Ritzy Boss Plus if you want maximum built-in organization, 19 documented pockets, a dedicated laptop sleeve, two large insulated exterior bottle pockets and a more structured vegan-leather look—and you are comfortable with a higher price and spot-clean-only care. 

GoBabyMart's current product page supports its $64.99 price, quilted-cotton material, 12 × 8 × 16-inch dimensions, changing pad, pacifier pouch, stroller attachments and cold-gentle machine-wash instructions.  Itzy Ritzy's official Boss Plus page lists vegan leather, 14.5 × 10 × 18-inch dimensions, 19 pockets, two insulated bottle pockets, a 15-inch laptop compartment, changing pad, stroller straps and spot-clean care.  Target independently lists polyurethane construction, the same dimensions and a 3.15-pound weight for its Boss Plus colorways. 

One important note: published Boss Plus weight information is inconsistent. Itzy Ritzy currently lists 3.8 pounds, while Target lists 3.15 pounds and Babylist lists approximately 3.1 pounds. Rather than choosing whichever number makes one bag look better, we are reporting the discrepancy. 

Where GoBabyMart Ultimate and Itzy Ritzy Boss Plus Differ

Price & Value

Price is one of the biggest differences between these two diaper backpacks.

The GoBabyMart Ultimate was $64.99 when we checked on August 27, 2026. At Target, the Boss Plus Chai Latte was $137.99, Cognac was $189.99, and Milk & Honey was $199.99. Itzy Ritzy's own standard Boss Plus page also showed a Leopard version discounted to $129.99, but it was marked sold out when checked, so we did not use that unavailable sale price as the primary shopping comparison. 

Against the lowest-priced in-stock Target Boss Plus we found, GoBabyMart was $73 less, or about 53% below that particular $137.99 price. The difference grows to $125 versus the $189.99 Cognac and $135 versus the $199.99 Milk & Honey listing. Prices and promotions can change, which is why we date-check comparisons like this rather than treating sale pricing as permanent. 

That does not automatically make GoBabyMart the better value for everyone.

Itzy Ritzy is charging for features some parents may specifically want: 19 built-in pockets, a 15-inch laptop sleeve, rubber bottom feet, two insulated side pockets, a full-opening design and a structured vegan-leather aesthetic. 

GoBabyMart's value proposition is different. At its current price, the Ultimate includes quilted cotton, insulated bottle storage, a changing pad, matching pacifier pouch and stroller clips, while also allowing machine washing according to its care instructions. 

For shoppers who do not need 19 pockets or a laptop compartment, paying substantially more for those features may not make sense. For someone who wants every item to have a dedicated compartment, Itzy Ritzy's organization may justify the additional cost.

Materials & Cleaning

The material difference is significant because these bags are not trying to achieve the same look.

The GoBabyMart Ultimate uses premium quilted cotton on the exterior, paired with a wipe-clean polyester interior lining. GoBabyMart's current care instructions allow a cold machine wash on the gentle cycle, with air drying recommended. 

The standard Itzy Ritzy Boss Plus is marketed as vegan leather, while Target identifies the material more specifically as polyurethane. Itzy Ritzy's care instructions call for spot cleaning with a damp cloth. 

Neither material is automatically better.

GoBabyMart is the clearer choice for someone who likes a soft, quilted, fabric-forward diaper bag and values the ability to machine wash the entire backpack according to the brand's instructions. Itzy Ritzy is the clearer match if you prefer the polished, structured appearance of vegan leather and do not mind a spot-clean routine. 

For a diaper bag—an item that may regularly encounter bottles, snacks, wipes and changing supplies—that difference in care routine may be worth considering before buying.

Storage & Organization

This is where the Boss Plus has its clearest advantage.

Itzy Ritzy publishes an unusually specific organization breakdown: 19 pockets total, including 13 internal and six external pockets. Two external side pockets are insulated, there is a front parent pocket with three smaller interior pockets and a key lanyard, a soft-lined valuables pocket and a laptop compartment sized for up to a 15-inch laptop. 

The Boss Plus also opens extensively down the front, making the main compartment easier to see without searching blindly from the top. Itzy Ritzy itself positions the Boss Plus as its large-capacity option for parents who prioritize organization. 

Third-party coverage supports that strength. Forbes included the Boss Plus as an extra-large diaper-bag choice for parents of twins, highlighting its 19 pockets, insulated bottle storage, roomy main compartment and full-opening design.  Babylist likewise highlights the 19-pocket layout, roomy main compartment, insulated side pockets and valuables storage. 

GoBabyMart takes a less compartment-heavy approach. The Ultimate's product page describes a wide-opening main interior, multiple organized storage compartments, insulated bottle storage and a hidden valuables pocket. It also includes a separate matching pacifier case, giving one small essential its own removable home. 

GoBabyMart does not currently publish an exact total pocket count, so we will not invent one or imply that its organization matches Itzy Ritzy's 19-pocket system.

The practical distinction is simple:

If maximum compartmentalization is your priority, Itzy Ritzy Boss Plus wins this category.

If you prefer a simpler wide-opening organization system plus a separate matching pacifier pouch, GoBabyMart may feel more straightforward.

Size, Weight & Capacity

The GoBabyMart Ultimate measures 12 inches long × 8 inches wide × 16 inches high according to the current product specifications. 

The Itzy Ritzy Boss Plus measures 14.5 × 10 × 18 inches, making it physically larger by the manufacturers' published exterior measurements. 

But exterior dimensions should not be confused with usable interior capacity. Padding, pockets, seams, structure and exterior compartments all affect how much baby gear actually fits inside. Neither product source we reviewed provides a directly comparable independently measured usable capacity figure, so we would not claim that one holds a specific percentage more than the other.

Weight is also a category where more measurement is needed.

GoBabyMart does not currently publish the Ultimate's empty weight. Itzy Ritzy does publish a weight, but its own figure conflicts with major retailers: the current Itzy Ritzy page says 3.8 pounds, Target says 3.15 pounds, and Babylist says approximately 3.1 pounds. 

Until both physical bags are weighed on the same scale, we would not make a claim such as “GoBabyMart is lighter.”

What we can say is that the Boss Plus is intentionally a large, highly structured, feature-heavy backpack. Some recent customer feedback praises that roominess for two children, while other owners describe the bag as particularly large for shorter outings.  That makes it especially appealing to parents who tend to pack heavily, but potentially more bag than a minimalist packer needs.

Included Accessories

Both backpacks come with useful extras, but the accessory strategy is different.

The GoBabyMart Ultimate currently includes a changing pad, matching pacifier pouch and matching stroller clips. The same product page also describes a premium cotton dust/storage bag as part of the complete set. 

The standard Itzy Ritzy Boss Plus includes a coordinating changing pad, stroller straps and removable vegan-leather tassel charm. 

Packing cubes are not listed as standard included accessories on the Boss Plus product specifications we reviewed. Itzy Ritzy does sell packing-cube accessories and includes them in some special bundles, but shoppers should not assume the standard Boss Plus backpack automatically comes with a packing-cube set. 

The strongest GoBabyMart difference here is the matching pacifier pouch. Itzy Ritzy's 19 pockets can certainly hold pacifiers, but a separate coordinating pacifier case is not listed with the standard Boss Plus. 

Insulated Bottle Storage

Both bags are designed to carry bottles, but the published information is more specific for Itzy Ritzy.

GoBabyMart states that the Ultimate includes insulated bottle storage, although its current page does not consistently publish an exact insulated-pocket count across the description and specifications. 

Itzy Ritzy explicitly specifies two large external insulated bottle pockets on the Boss Plus. Target confirms that the side pockets are insulated. 

So if knowing the exact number and location of insulated bottle pockets before purchase is important to you, Itzy Ritzy currently provides more complete published data.

If your requirement is simply having insulated bottle storage available within the diaper backpack, both products provide it. 

Style & Design

These two bags could almost be described as two different answers to the question, “What should a diaper bag look like?”

GoBabyMart leans into the baby-and-parenting stage rather than trying to disguise it. The Ultimate currently comes in six printed variants, including Beige Bears, Black Bears, Black Flowers, Brown Deer, Green Dinosaurs and Navy Astronauts. 

Itzy Ritzy's standard Boss Plus has a more purse-like or fashion-backpack identity. Current Target listings include Cognac, Milk & Honey and Chai Latte, while Itzy Ritzy also sells or has sold other Boss Plus finishes, prints and special collections. 

That creates one of the easiest buying decisions in this entire comparison.

For shoppers searching for a cute diaper bag backpack, patterned diaper backpack, teddy-bear diaper bag, dinosaur diaper bag or quilted cotton diaper backpack, GoBabyMart is much closer to that aesthetic. 

For shoppers who want their diaper bag to resemble a structured fashion backpack and potentially transition visually into a work or travel bag, the Boss Plus is the more natural fit. Itzy Ritzy also includes a laptop sleeve, reinforcing that crossover use. 

Who Should Buy Which?

Best for parents who want the most pockets: Itzy Ritzy Boss Plus

This one is easy to call. Itzy Ritzy documents 19 pockets, while GoBabyMart does not currently publish an exact pocket count for the Ultimate. If you love having an assigned compartment for practically everything you carry, Boss Plus is the stronger choice based on published information. 

Best for parents who want a cotton diaper backpack: GoBabyMart Ultimate

GoBabyMart specifies a premium quilted-cotton exterior, while the standard Boss Plus uses vegan leather/polyurethane. For shoppers specifically searching for a soft cotton diaper bag backpack, GoBabyMart is the clearer match. 

Best for a machine-washable backpack: GoBabyMart Ultimate

GoBabyMart's official instructions permit a cold gentle machine wash and air drying. The Boss Plus instructions call for spot cleaning. 

Best for a laptop compartment: Itzy Ritzy Boss Plus

The Boss Plus has a published laptop sleeve that fits devices up to 15 inches. GoBabyMart does not currently advertise a dedicated laptop compartment on the Ultimate product specifications. 

Best for a matching pacifier case: GoBabyMart Ultimate

The GoBabyMart Ultimate includes a matching pacifier pouch. The standard Boss Plus does not list a separate pacifier pouch among its included accessories. 

Best for two children or heavy packers: Itzy Ritzy Boss Plus

The Boss Plus's larger published dimensions, 19 pockets and full-opening design make it particularly well suited to parents who routinely pack a lot of gear. Forbes specifically featured it as an extra-large option for families with twins, and recent Target feedback includes positive experiences from parents packing for two young children. 

Best for cute patterned designs: GoBabyMart Ultimate

GoBabyMart's six current variants include teddy bears, flowers, deer, dinosaurs and astronauts. For parents who want the diaper bag itself to feel playful and baby-focused, this is one of the clearest areas of differentiation. 

Best for a structured fashion-bag look: Itzy Ritzy Boss Plus

The standard Boss Plus's vegan-leather construction, structured silhouette and decorative tassel give it a more polished fashion-backpack appearance. 

Best value at the prices we checked: GoBabyMart Ultimate for many shoppers

Value is subjective, but the price difference is objective.

GoBabyMart was $64.99, while the lowest-priced in-stock Boss Plus color we found at Target was $137.99 on August 27, 2026. That is a $73 difference before considering higher-priced Boss Plus colorways. 

The Boss Plus provides more documented pockets, a laptop compartment, rubber base protection and a more structured design. But if your priorities are an everyday diaper backpack with insulated storage, changing pad, stroller attachment, matching pacifier pouch and washable cotton construction, GoBabyMart provides that feature mix at a considerably lower current price. 

Frequently Asked Questions

Is GoBabyMart cheaper than Itzy Ritzy Boss Plus?

At our August 27, 2026 price check, yes. GoBabyMart Ultimate was $64.99. Target listed the Itzy Ritzy Boss Plus Chai Latte at $137.99, Cognac at $189.99, and Milk & Honey at $199.99. Prices can change by retailer, color and promotion. 

What is a good alternative to the Itzy Ritzy Boss Plus diaper bag?

The GoBabyMart Ultimate Diaper Bag Backpack is worth considering if you like the convenience of a backpack-style diaper bag with insulated bottle storage, changing pad and stroller attachments but would rather have a quilted-cotton exterior, playful prints, a separate pacifier pouch, machine-washable care and a lower current price. 

Is GoBabyMart Ultimate machine washable?

Yes. GoBabyMart's current care instructions say to machine wash cold on a gentle cycle and air dry. 

Is the Itzy Ritzy Boss Plus machine washable?

The standard Boss Plus product page does not recommend routine machine washing. Itzy Ritzy says to spot clean with a damp cloth, and Target likewise lists spot/wipe-clean care. 

Does GoBabyMart Ultimate come with a changing pad?

Yes. A changing pad is included. GoBabyMart also includes a matching pacifier pouch and stroller clips. 

Does Itzy Ritzy Boss Plus come with a changing pad?

Yes. Boss Plus includes a coordinating easy-wipe changing pad. 

Do both diaper backpacks come with stroller straps?

Yes. Both GoBabyMart Ultimate and Itzy Ritzy Boss Plus include stroller attachment accessories. 

Always follow your stroller manufacturer's instructions regarding anything attached to the stroller handle, particularly when the bag is heavily loaded.

Does Itzy Ritzy Boss Plus come with packing cubes?

Packing cubes are not listed among the included accessories on the standard Boss Plus product specifications we reviewed. Itzy Ritzy sells packing-cube accessories and has offered them in selected bundles, so check the exact bundle before purchasing. 

Which diaper bag has more pockets?

Itzy Ritzy currently provides the stronger documented answer. Boss Plus has 19 pockets—13 internal and six external. GoBabyMart's Ultimate has multiple storage compartments, but an exact total pocket count is not currently published, so we cannot make an accurate numerical comparison. 

Does the GoBabyMart Ultimate have insulated bottle storage?

Yes. GoBabyMart lists insulated bottle storage on the Ultimate. The current page does not consistently specify the exact number of insulated compartments, so we would rather leave the count unspecified than guess. 

How many insulated bottle pockets does the Itzy Ritzy Boss Plus have?

Itzy Ritzy lists two large exterior insulated bottle pockets. 

Which diaper backpack is bigger?

By published exterior dimensions, Itzy Ritzy Boss Plus is larger at 14.5 × 10 × 18 inches, compared with 12 × 8 × 16 inches for GoBabyMart Ultimate. That does not automatically tell us the difference in usable interior capacity, so we would not make a liter-for-liter capacity claim without physically measuring both bags. 

Which diaper bag is lighter?

There is not enough reliable comparable information yet to answer that definitively. GoBabyMart does not currently publish the Ultimate's empty weight. Boss Plus weight listings also conflict: Itzy Ritzy says 3.8 lb, Target says 3.15 lb, and Babylist says roughly 3.1 lb. A physical side-by-side weigh-in is the best way to settle the question. 

Which diaper bag is better for two kids?

For parents who pack heavily for two children, Itzy Ritzy Boss Plus has a strong case because of its larger published dimensions and 19-pocket organization system. Forbes has specifically highlighted the Boss Plus as an extra-large diaper-bag option for families with twins. 

For parents who prefer not to start with such a large structured backpack, GoBabyMart may be attractive for everyday outings because it has a smaller exterior footprint while still providing multiple compartments, insulated storage and a wide-opening interior. 

Which is better if I want a cotton diaper bag instead of vegan leather?

GoBabyMart Ultimate. Its exterior is premium quilted cotton, while the standard Boss Plus is vegan leather/polyurethane. 

Which is better if I also want to carry a laptop?

Itzy Ritzy Boss Plus has the advantage because it includes a dedicated laptop pocket for devices up to 15 inches. GoBabyMart does not currently list a dedicated laptop sleeve for the Ultimate. 

Is Itzy Ritzy Boss Plus worth the higher price?

It can be, particularly for shoppers who will use its 19-pocket organization system, laptop compartment, structured vegan-leather design and full-opening layout. Target's current listing has a strong overall customer rating, and Babylist customer feedback frequently praises the bag's storage and organization, although experiences with wear and durability are not uniform. 

For a shopper who does not need that level of compartmentalization, GoBabyMart's much lower current price may be more attractive.

Final Verdict and Shop GoBabyMart

There is no need to pretend that the Itzy Ritzy Boss Plus is not a good diaper bag.

Its biggest strengths are real and easy to document: 19 pockets, two insulated bottle pockets, a dedicated laptop compartment, stroller straps, changing pad, full-opening access and a stylish structured design. It also has hundreds of customer ratings across major retailers, and independent coverage has specifically recognized its usefulness for families who need substantial storage. 

But more pockets and a higher price do not automatically make a diaper bag right for every parent.

The GoBabyMart Ultimate Diaper Bag Backpack takes a different approach. It combines a premium quilted-cotton exterior, playful printed designs, insulated bottle storage, wide-opening organization, hidden valuables storage, a changing pad, matching pacifier pouch, stroller clips and machine-washable care. At the time of this comparison, it also cost substantially less than the in-stock Boss Plus options we checked. 

So our final recommendation comes down to what you actually care about.

Choose Itzy Ritzy Boss Plus if your priority is maximum organization, a laptop sleeve, a larger structured backpack and a polished vegan-leather look.

Choose GoBabyMart Ultimate if your priority is quilted cotton, easy washable care, cute prints, a matching pacifier pouch and strong everyday functionality without paying well over $100 for your diaper backpack.

For parents searching for a cute cotton diaper bag backpack under $100, the GoBabyMart Ultimate is the option we think deserves a particularly close look. Its $64.99 price at our August 27, 2026 check leaves a substantial gap between it and the Boss Plus while retaining many of the everyday diaper-bag essentials parents are actually buying these backpacks for. 

Shop the GoBabyMart Ultimate Diaper Bag Backpack

Explore all six current designs, see the included accessories and check today's price and availability.

Shop the GoBabyMart Ultimate Diaper Bag Backpack

Price, designs, inventory, shipping offers and policies may change. Check the product page for the latest information.

Sources, Methodology, and Comparison Tests

This comparison was prepared by GoBabyMart, maker and seller of the Ultimate Diaper Bag Backpack. We believe that relationship should be clear rather than hidden.

Because Itzy Ritzy sells multiple diaper backpacks, we selected the Boss Plus Large Diaper Bag Backpack for this comparison. Itzy Ritzy describes Boss Plus as its best-selling large diaper bag, and its size, stroller compatibility, changing pad, insulated storage and backpack format make it an appropriate counterpart to the GoBabyMart Ultimate. 

GoBabyMart specifications and current pricing were checked against the live GoBabyMart Ultimate product page and diaper-bag collection.  Itzy Ritzy specifications were primarily checked against Itzy Ritzy's official Boss Plus page, with Target and Babylist used to cross-check current prices, weight, materials, reviews and retailer specifications.  Forbes coverage was used as independent context for the Boss Plus's use as a high-capacity option for families carrying gear for more than one child. 

Where sources disagree, we say so. The Boss Plus's published empty weight is one example: Itzy Ritzy says 3.8 lb, Target says 3.15 lb and Babylist says 3.1 lb.  Where GoBabyMart does not currently publish a number—such as empty backpack weight, exact total pocket count or changing-pad dimensions—we leave it unspecified rather than estimating.

This approach follows the broader principle behind Google's current product-review guidance: useful comparison content should provide original evidence, quantitative measurements, advantages and disadvantages, and explain which product makes more sense for different use cases rather than simply declaring one universal winner. Google also says structured data can help it understand page content, but the markup must accurately reflect what readers can see on the page.