Dive Summary:

• Amazon has launched AmazonSmile, a separate new charity-based website with similar product offering and shopping experience as Amazon.com.
• The new website will allow shoppers to donate 0.5% of their total purchase price to any participating charitable organization upon checkout.
• Only a few digital media and branded devices will not be available for purchases on the site, including Kindle e-books.

Dive Insight:

The site will offer customers the ability to choose from over one million participating charitable organizations when making a purchase, and can change this preference at any time. Aside from a few merchandise items, the site should closely resemble Amazon’s main e-commerce site. "We think customers will love the opportunity to support their favorite organizations without changing how they shop, and there's no cap on how much Amazon will donate,” said Ian McAllister with AmazonSmile.