Remembrance Day, also known as ‘Armistice Day’, is a reminder of those who served in the Armed Forces and of those who have given their lives in the line of duty. Since it was first worn as an act of Remembrance just over 100 years ago, the poppy has become an enduring symbol of support for our Armed Forces, past and present, and their families.

Amazon is proud to be supporting the Armed Forces community this year by encouraging customers to purchase official Poppy Appeal items from The Royal British Legion’s store on Amazon. People can shop poppies, pins, jewellery, and other accessories. All of the proceeds from the store will go directly to the charity, and customers who want to give more can choose to support The Royal British Legion through AmazonSmile.

“It’s great for us to be involved with Amazon,” said Daniel Elser, Assistant Director of Welfare, The Royal British Legion. “They have the connections and the technology to support us, and they are experts at bringing people together – that’s what Remembrance is all about.”

Over the last two years, the Royal British Legion has had to contend with fewer people in town centres, social distancing, lockdowns and a higher demand for the charity’s support.

Donation collectors have been at the heart of the Poppy Appeal in local communities for over 100 years, now Poppy Appeal collectors are getting back out into their communities to raise vital funds. And as RBL mark their centenary, they are celebrating the special contribution Poppy Appeal collectors make.

Supporting military veterans and their families

Amazon and Amazon Web Services (AWS) recently cemented their commitment to serving personnel, reservists, veterans and families by jointly re-signing the UK government’s Armed Forces Covenant this year, after first signing the Covenant in 2013.

Royal British Legion and Amazon Warriors

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Across Amazon, there are many opportunities for ex-military employees and their families. Amazon recognises and values how veterans and military spouses can apply their transferable skills, knowledge and leadership abilities gained in the military to a wide variety of careers across the UK.

“It doesn’t matter what rank you are in the military; It doesn’t matter what your occupational speciality or designator or career field is in the military,” said Beau Higgins, Senior Manager and Military Talent Acquisition at Amazon. “Somewhere in Amazon there is a fit for you.”

How to support the Poppy Appeal this year

This year’s Poppy Appeal launches on Thursday 28th October and Amazon customers can support by shopping The Royal British Legion’s online store, choosing to support The Royal British Legion through AmazonSmile, or visiting The Royal British Legion’s Poppy Appeal page for fundraising ideas.

Visit The Royal British Legion’s Amazon store.