What Was Amazon Smile?

Amazon Smile was a charitable initiative launched by Amazon in 2013. It operated as a parallel website to the main Amazon.com, specifically accessible via smile.amazon.com. The core concept was simple: when customers shopped on Amazon Smile, Amazon would donate 0.5% of the purchase price of eligible items to a charitable organization chosen by the shopper, at no additional cost to the customer. This allowed consumers to support causes they cared about effortlessly while making their regular purchases. The program partnered with nearly one million eligible 501(c)(3) public charitable organizations.

Amazon Smile aimed to provide a hassle-free stream of funding for nonprofits. Customers could use their existing Amazon.com account, and the shopping experience, including prices and product selection, remained the same as on the main Amazon site. Eligible products were typically marked with "Eligible for AmazonSmile donation" on their detail pages. Recurring purchases, such as Subscribe-and-Save items, were generally not eligible for donations. The AmazonSmile Foundation, a private 501(c)(3) foundation established by Amazon, administered the program and remitted the donations.

Why Did Amazon Smile End?

In February 2023, Amazon announced the discontinuation of the Amazon Smile program. According to Amazon, the decision was part of a strategic shift to prioritize larger-scale initiatives and a reassessment of the program's impact. Amazon stated that the program "has not grown to create the impact that we had originally hoped" and that its ability to have an impact was "often spread too thin". The company cited a need to re-evaluate its charitable efforts, not as a criticism of the supported nonprofits. As a transition measure, Amazon offered eligible charities a one-time donation equivalent to three months of their 2022 earnings from the program.

While the program raised over $400 million for charities in the U.S. and $449 million globally during its 10-year run, the average donation per charity in the U.S. in 2022 was reportedly around $230. This suggests that while the program was a convenient way for consumers to contribute, the per-charity impact for many was relatively small, leading to Amazon's decision to discontinue it in favor of initiatives with potentially broader reach.

How to Use Amazon Smile (When It Was Active)

For those who previously participated or are curious about how it worked, here's a breakdown of how to use Amazon Smile:

On Desktop:

1. Visit smile.amazon.com: Navigate to the dedicated Amazon Smile website.
2. Get Started: Click the "Get Started" button.
3. Log In: Sign in using your existing Amazon.com username and password.
4. Select Your Charity: You would be prompted to search for and select a charitable organization to support. Amazon offered a choice from nearly one million eligible organizations.
5. Start Shopping: Once selected, every eligible purchase made through smile.amazon.com would automatically trigger a donation to your chosen charity.
6. Bookmark: It was recommended to bookmark smile.amazon.com to easily return to the site for future purchases.

On Mobile App:

1. Download/Update: Ensure you have the latest version of the Amazon Shopping app.
2. Settings: Open the app, tap the menu icon (☰), and navigate to "Settings."
3. AmazonSmile: Select "AmazonSmile" from the settings menu.
4. Turn On: Follow the on-screen instructions to enable AmazonSmile. This often involved tapping "Get Started" and then "Turn on AmazonSmile."
5. Choose Charity: Select your preferred charitable organization.

It was crucial to remember to shop via smile.amazon.com or through the app with AmazonSmile enabled, as purchases made on the regular Amazon.com site or app did not qualify for donations.

Alternatives to Amazon Smile

With the discontinuation of Amazon Smile, many individuals and charities are seeking alternative ways to continue charitable giving through online shopping. Several platforms and programs have emerged as viable replacements:

Shopping-Based Donation Platforms:

• Give as you Live: This platform allows supporters to raise money for charities by shopping online at over thousands of retailers. It's often cited as a natural first step for organizations looking to replace Amazon Smile's impact.
• EasyFundraising: Similar to Give as you Live, EasyFundraising helps charities earn donations from online purchases without requiring extra spending from supporters. It converts everyday shopping into charitable support.
• ShopRaise: This is considered a close functional replacement for Amazon Smile. Donors install a browser extension or app, and a percentage of their purchases from over 1,000 retailers (including Walmart, Macy's, Expedia) goes to their chosen nonprofit. Earnings can be up to 10%, significantly higher than Amazon Smile's 0.5%.
• RaiseRight: This platform uses scrip gift cards. Supporters buy gift cards for retailers (including Amazon and Target), and a percentage (averaging 6%, up to 20%) returns to the nonprofit. While it involves more steps than passive programs, it can yield higher earnings per transaction. Amazon gift cards purchased through RaiseRight can earn organizations 1.7%.
• Goodshop: This online platform partners with numerous retailers, donating a portion of each purchase to a customer's chosen charity. It offers a similar convenience to Amazon Smile, with over 114,000 nonprofits to choose from.
• Gooding & WeCanHelp: These platforms collaborate with online shops, allowing users to donate a portion of their purchases to a chosen nonprofit at no extra cost. They offer easy-to-use interfaces and a wide range of partner shops.
• Pennies: This is a micro-donation platform that enables small, optional contributions at checkout, usable online, in-store, or through apps. It's designed to be an affordable way for consumers to donate without cash as part of their daily lives.

Other Corporate and Direct Giving Options:

• Company-Matched Donations: Many companies match their employees' charitable contributions, effectively doubling the donation's impact. This is a significant way for individuals to continue supporting their favorite causes.
• Target Circle Community Giving: Target's program allows customers to direct grant dollars to local nonprofits using Circle points. While these are corporate grants rather than direct consumer donations, they can provide exposure and funding.
• Amazon FBA Donations Program: For Amazon sellers, this program allows them to donate excess inventory to charities, reducing waste and providing resources. Sellers are automatically enrolled, and donations may be tax-deductible.
• Direct Donations: Sellers can also choose to make direct donations to charities, dedicating a portion of their profits to organizations that align with their values.

Frequently Asked Questions about Amazon Smile

Q: What was Amazon Smile? A: Amazon Smile was a program where Amazon donated 0.5% of eligible purchases made on smile.amazon.com to a charity of the customer's choice, at no extra cost to the customer.

Q: When did Amazon Smile end? A: Amazon Smile officially ended on February 20, 2023.

Q: Why did Amazon discontinue Amazon Smile? A: Amazon discontinued the program as part of a strategic shift to focus on larger-scale initiatives and because the program hadn't met its desired impact.

Q: Are donations from Amazon Smile tax-deductible for the customer? A: No, donations made through Amazon Smile were not tax-deductible for the customer because the donation was made by Amazon, not directly by the individual shopper.

Q: What percentage did Amazon donate through Amazon Smile? A: Amazon donated 0.5% of the purchase price for eligible items.

Q: Can I still use Amazon Smile? A: No, the Amazon Smile program has been discontinued and is no longer active.

Conclusion

While the end of Amazon Smile marked the closure of a convenient, albeit low-percentage, giving channel for many consumers and charities, it has also spurred the development and adoption of alternative fundraising methods. Platforms like Give as you Live, EasyFundraising, and ShopRaise offer robust ways for shoppers to continue supporting nonprofits through their everyday online purchases. Furthermore, direct donations and company-matching programs provide additional avenues for impactful giving. The key takeaway is that while one door has closed, many others have opened, offering diverse opportunities to contribute to causes that matter.