Customers can now select their favourite charity and shop using AmazonSmile on the Amazon Shopping App, meaning customers can generate donations for their chosen charity simply by shopping for eligible items on their iOS or Android phones.

AmazonSmile is Amazon’s charity initiative that allows you to support your favourite charity, be it local or national, big or small, every time you purchase products on Amazon and at no extra cost to you as a customer. Each time you shop for eligible products using AmazonSmile at or on the Amazon Shopping App, Amazon will donate a percentage of the net purchase price to your chosen charity at no additional cost to you or the charity. Customers can shop for millions of eligible products using AmazonSmile and will have exactly the same shopping experience and low prices as

“AmazonSmile donations so far have funded the equivalent of 16,207 hours of vital nursing care and support to people at the end of life in their own home. ”
Michelle Martin, Director of Development and Communities, Marie Curie.

"Donations from AmazonSmile have resulted in tens of thousands of UK charities expanding their meaningful work and making a difference in people’s lives, and we are delighted to have given over £9 million on behalf of UK customers to the causes they care about most,” said John Boumphrey, UK Country Manager, Amazon. “Whether selecting a charity for the first time or choosing a new charity to support, with the programme now also available in the Amazon Shopping App, shopping with AmazonSmile has never been easier and we hope our customers will continue to use this fantastic service.”

Michelle Martin, Director of Development and Communities for Marie Curie, one of the UK’s largest providers for end-of-life care and support, recently said: “AmazonSmile has been a lifeline for our operation during this pandemic, and the £60,918 donation we received in February 2021 enabled us to sustain vital frontline services. In total, AmazonSmile donations so far have funded the equivalent of 16,207 hours of vital nursing care and support to people at the end of life in their own home.”

NHS carer in PPE and patient sitting in chair with oxygen mask
Thamena Ali, Marie Curie Nurse, in personal protective equipment (PPE), at the Marie Curie Hospice, Hampstead.
Photo by Marie Curie

Customers can choose from more than 40,000 charitable organisations to support through the Amazon Shopping App or on Every eligible purchase at or via the Amazon Shopping App once AmazonSmile is enabled under ‘Programmes and Features’ will then automatically generate a 0.5% donation of the net purchase price (excluding VAT, returns and shipping fees) to the charity of their choice.

As of June this year, UK charities have received over £9 million since AmazonSmile launched in the UK in 2017 and globally AmazonSmile has raised over £212 million.

AmazonSmile supports more than 40,000 participating UK charities, including CLIC Sargent, WWF, Barnardo’s, Cancer Research UK, RSPCA, The British Red Cross, The Royal British Legion, Marie Curie, and Stonewall Equality Limited.

Registered UK charities can learn more and register to accept donations at

This Prime Day (21st-22nd June), Amazon Prime members will not only be able to shop epic deals from all categories, but they’ll also have the option to do some good as they spend, simply by shopping via AmazonSmile. Whether new to AmazonSmile, or an existing user, all Prime members can benefit from increased donations as they shop this Prime Day.

Two ways to generate donations

All Prime members shopping with AmazonSmile:

AmazonSmile will double its donation rate throughout the entire 48 hour Prime Day event on all eligible purchases made by Prime members shopping through AmazonSmile in their Amazon Shopping app or on the web. Prime members will generate a donation of 1% of the net purchase price to their chosen charity, each time they shop a deal with AmazonSmile.

Prime members newly activating AmazonSmile in their app:

There’s even more to gain for UK charities this year: AmazonSmile will also donate 5% of the net purchase price – 10X the regular rate – on the first qualifying AmazonSmile purchase on Prime Day, for every Prime member who activates AmazonSmile in their Amazon App from 2nd June through the end of Prime Day 2021 on 22nd June.

How to sign up for AmazonSmile

In the App:

  1. Download or update to the latest version of the Amazon Shopping App for iOS or Android
  2. Open the app and find “AmazonSmile” in the main menu (☰) under “Programmes and Features”
  3. Follow the on-screen instructions to choose your charity and turn on AmazonSmile in the Amazon Shopping App
  4. Start generating donations while you shop eligible items in the app!

In any web browser:

  1. Visit and sign in with your details
  2. Select your favourite charitable organisation to receive donations
  3. Start generating donations every time you shop for eligible items at
  4. Add a bookmark for or install the Amazon Assistant to make it even easier to return and start your shopping at AmazonSmile

Learn more and begin supporting your chosen charity at