Amazon has launched an own-label range across several categories entirely comprising “consciously created” products certified to meet sustainability criteria.

Amazon Aware homepage

Amazon wants to become a net-zero business by 2040

The range, called Amazon Aware, made its debut this week in markets including the UK and the US. It spans categories including clothing, home, beauty and household essentials at “affordable” prices.

Products have been awarded third-party certifications as part of Amazon’s Climate Pledge Friendly programme, meeting the requirements of bodies such as the Fairtrade Foundation and the HIGG Index Materials Seal.

Vice-president of Amazon private brands Matt Taddy said: “We are committed to creating programmes that contribute toward a more sustainable future.

“Amazon Aware is another step that continues in our commitment to test, learn and innovate while offering low-priced, everyday essentials to our customers.”

Fairtrade Foundation head of responsible business Anna Barker said: “We’re very pleased to be collaborating with Amazon on the launch of this new brand. Formulating products like the Amazon Aware body and haircare products, which use Fairtrade olive oil, helps to develop important sourcing relationships and better terms for trade for olive oil producers, creating economic and social opportunities in their farms and communities.

“It is great to see that Amazon recognises independent third-party certification as part of their Climate Friendly Pledge programme, making it easier for customers to discover and shop for more sustainable products.”

Amazon, which aims to become net-zero by 2040 – 10 years earlier than the Paris Agreement timeframe – launched its Climate Pledge Friendly storefront and badge two years ago, and already stocks more than 100,000 Climate Pledge Friendly products.

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