Nonprofit Chronicles

Journalism about nonprofit organizations and their impact

Amazon-Smile-LogoAmazonSmile brings to mind the observation of late great media critic A.J. Liebling about The New York Times’ fundraising campaigns on behalf of its Neediest Cases.  “Readers are invited to send in money,” Liebling wrote, “while the newspaper generously agrees to accept the thanks of the beneficiaries.”

AmazonSmile is bit like that. The website, created by Amazon.com in 2013, offers

the same products, prices, and shopping features as Amazon.com. The difference is that when you shop on AmazonSmile, the AmazonSmile Foundation will donate 0.5% of the purchase price of eligible products to the charitable organization of your choice.

Nice, right? Well, yes, but not nearly as a nice as it could be.

Two questions need to be asked about AmazonSmile.

First, what has it done to increase the quantity of charitable giving?

Second, what has it done to increase the quality of charitable giving?

The answer to both: Not much.

Let’s begin with the numbers, starting with that 0.5 percent figure. If you spend $20 at Amazon.com, that’s 10 cents. Spend $2,000 and $10 goes to charity–provided, that is, that you remember to bookmark or navigate over to https://smile.amazon.com before making a purchase. Predictably, most shoppers don’t. It’s hardly worth the bother to surf over to a new URL to give away a dime.

The results reflect that friction: In 2015, the AmazonSmile Foundation, which administers the program, donated $12,867,013 to charity, according to the foundation’s latest Form 990-PF filed with the IRS. That’s less than 0.5 percent of Amazon.com’s retail sales.

How much less? In 2015, Amazon generated about $99.1 billion in U.S. and international retail sales, its annual report says. (See p. 68). If my math is correct, that means that the $12,867,013 in charitable giving amounts to 0.00012 percent of sales. That’s $1.20 in donations for every $10,000 of sales.

Now, you could argue that this is the fault of shoppers (and, admittedly, I’m one of them) who are less than rigorous about finding their way to the AmazonSmile portal every time they make a purchase. Instead, I want to make the case that the low numbers are the product of a deliberate effort by Amazon.com to depress, rather than increase, giving.

After all, it would be a trivial matter for Amazon.com’s software designers to allow shoppers to make a one-time request to have 0.5 percent of their purchases go to charity, and make that the default option every time a customer visits the Amazon.com site.

As one perceptive Amazon shopper wrote on the company website back in 2014:

This is a wonderful program with a big BUT! Here’s the ‘BUT’: Why do shoppers have to go to the smile link in order for donations to kick in? Why can’t the contributions simply be linked to the shopper’s account? I want to support a nonprofit, but i frequently forget to go to smile. Is Amazon trying to get organizations to encourage their members to use Amazon, but secretly hoping they will forget to go to the smile link so Amazon doesn’t really have to make a donation? A truly noble approach would be to make it automatically link to the shopper’s account.

Exactly.

Further evidence of Amazon.com’s intentions come from the the fact that there are no cell phone or tablet apps for AmazonSmile. Users have asked for AmazonSmile apps, which is no surprise, given the growing share of e-commerce purchases made by phone. One survey found that about 40 percent of all e-commerce was conducted on phones or tablets last Thanksgiving, ReCode reported.  It’s not impossible to buy from AmazonSmile over the phone, by using the phone’s browser to reach the website, but it’s clunky so few people bother.

It’s sure looks as if Amazon.com wants to make it hard, not easy, to use AmazonSmile.

To put the $12.9 million donated by the AmazonSmile Foundation in a broader context: The Walmart Foundation made $166 million in donations in 2015. Microsoft, its Seattle neighbor, donated about $500 million last year. Amazon makes other donations as well, but they don’t add up to much and the company won’t release numbers, GeekWire reports.

Laziness, stupidity, indifference or caution?

What about AmazonSmile’s influence over the quality of giving? By that, I mean the potential for AmazonSmile to recommend charities  that do the most good, or at least those that are more transparent than their peers about their performance. As it happens, there’s an easy and useful metric to identify such charities–the Platinum designation awarded by GuideStar, which I blogged about last year. Alternatively, AmazonSmile could boldly turn to trusted evaluators such as The Life You Can Save, a nonprofit that recommends charities, based on evidence, that help the world’s poorest people. The Center for High Impact Philanthropy at the University of Pennsylvania also does a fine job of identifying effective nonprofits.

This wouldn’t limit consumer choice. AmazonSmile permits shoppers to choose from nearly 1 million charities, it says, and it could continue to do so. But, since its early days, AmazonSmile also has nudged shoppers to give to what it calls Spotlight Charities. The company says:

We do this to make it easier for customers to choose an organization to support from the almost one million available, but we do not endorse any particular organization or the causes they support.

The five current Spotlight Charities are the ASPCA, charity: water, Doctors without Borders, The Nature Conservancy and the American Red Cross. A less interesting list is hard to imagine. These choices can be explained only by some blend of laziness, stupidity, indifference or an abundance of caution. Since the people who work at Amazon.com are neither lazy or stupid, we can chalk this up to indifference or caution.

Of AmazonSmile’s five spotlight charities, only one, the American Red Cross, has a Platinum Rating from Guidestar. If you believe Pro Publica (here) or Senator Charles Grassley (here), the Red Cross is a disaster charity in every sense. Giving to The Nature Conservancy, for all of its good work, is like giving to Harvard: It had nearly $6 billion in net assets and brought in $786 million in revenue last year. The ASPCA has never been ranked among the most effective advocates for animals by Animal Charity Evaluators. As for charity: water, it is at core a fundraising platform, and a very good one, but most of the work it funds is carried out by partners, some better than others.

These recommendations have enormous impact. In 2014, which is the latest year for which grantee data is available, Spotlight Charities outpaced the rest by huge margins. AmazonSmile gave $602,495 to St. Jude’s Children’s Research Hospital–more than 10 percent of all the money that passed through the foundation that year. It also gave $436,338 to the Wounded Warrior Project (!), $265,557 to the American Red Cross and $167,316 to The Nature Conservancy. All were Spotlight Charities. The vast majority of charities brought in less than $100 apiece. (I pulled these numbers from AmazonSmile’s 575-page Form 990, and might have overlooked a big recipient or two. The document isn’t searchable.)

Finally, consider the possibility that AmazonSmile could ultimately lead to less, not more, charitable giving. If it leaves shoppers feeling that they have done their part, they may be less likely to respond to a direct appeal from a nonprofit, as Brady Josephson, a fundraising consultant, wrote on Huffington Post back in 2013.

What, then, is AmazonSmile? It’s marketing, dressed up as altruism. Hundreds, perhaps thousands, of charities put the AmazonSmile logo on their websites (here, herehere and countless other places). They’re promoting Amazon.com. It’s revealing that the president of the AmazonSmile Foundation, according to its latest Form 990, is Steven Shure, who is vice president of worldwide marketing at Amazon.com. Shure doesn’t mention the AmazonSmile Foundation on his LinkedIn profile. His only visible nonprofit experience is as a board member of US Rowing.

In the end, though, to understand the purpose of AmazonSmile, all we need to do is the math. Imagine that you spend $1,000 this year on AmazonSmile. Amazon gets $995. Your favorite charity gets $5. Someone’s doing well, and it isn’t the charity.

No wonder Jeff Bezos is smiling.

jeff-bezos-high-school-buddy-slams-the-new-book-about-the-amazon-chief-but-recommends-you-read-it-anyway-1A note on sourcing: I tried every which way to get Amazon.com’s response to all this. I emailed two people in the company’s communications department, asked a DC-based Amazon exec to refer my request to its PR department and left a message on the AmazonSmile website. I’m aware that the company can’t respond to all media requests. If I do hear from Amazon.com, I will post a response below.

 

54 thoughts on “Why Amazon Smile doesn’t make me smile

  1. Marc,

    I’ve developed a solution similar to AmazonSmile that addresses at least some of the issues you’ve written about. I’ve made a browser extension, Altruisto.com, so that when user shops in one of 1000+ portion of the money goes to GiveWell recommended charities. It’s usually between 1-6%, so at least 2x the Smile amount and sometimes as much as 12x. It works with Ebay, Aliexpress, Etsy, Barnes&Noble and others. Also, user doesn’t have to remember to navigate to some other website before purchasing an item – with the extension installed, if the user is on partner’s shop a reminder will show up with a button to start raising money.

    In short:
    – higher percentage goes to charities
    – charities are recommended by a reputable evaluator (GiveWell.org)
    – easy to use

    Here’s the URL: https://altruisto.com

    Would love to know what you think,
    Daniel Wyrzykowski

    Like

  2. Allen Pagent says:

    Is it really a burden to save a link to smile.amazon on one’s bookmark bar or favorites? Is it more burdensome than picking weeds or cleaning out gutters? I simply created a new link (which took all of maybe 10 seconds) and replaced it with my old one. I did this on my desktop, phone, and tablet. I am now automatically signed in to smile.amazon. Amazon allows for a default charitable organization, too. They have a huge list to pick from. I picked one for rescued dogs.

    “Finally, consider the possibility that AmazonSmile could ultimately lead to less, not more, charitable giving. If it leaves shoppers feeling that they have done their part, they may be less likely to respond to a direct appeal from a nonprofit, as Brady Josephson, a fundraising consultant, wrote on Huffington Post back in 2013.”

    Conversely, one could say, “AmazonSmile could ultimately encourage those that do not have a history of giving, to increase their participation with other charity organizations”. The important word being “could”, which basically means “no one knows but I’ll just speculate anyway (and in the case of this article, on the negative side of things)”.

    Now for nitpicking the .05 that Amazon donates. Amazon doesn’t have to donate a dime. Really, at the end of they day they don’t. Still, as of this writing, Amazon reportedly has given over $62M through Smile.Amazon. Is that such a bad thing? Is it just awful? No, not really. Could they give more? Yeah, I guess they could, but they don’t have to give at all in the first place.

    May of this year Amazon donated 47K Sqft of office space to Mary’s Place, a Seattle, WA, organization that provides shelter for homeless women and children. This space will provide shelter for approximately 200 people. Amazon didn’t have to donate that either.

    Is Amazon perfect? No, but then one can find flaws with any multi-national organization if one looks hard enough. Still, this article was incredibly nit-picky and served as just another vehicle that promotes a jaded view of the act of giving.

    Like

    1. Marc Gunther says:

      Thanks for this thoughtful comment. No, it’s not much of a burden to create links for Amazon smile on desktop, pad and phone, but it takes some tech knowledge to do it. Nor would be it a burden for Amazon to create an app for Amazon Smile. I think the fact that so few people take advantage of Amazon Smile — that $62m is a teeny, tiny percentage of revenues — is an indicator that (1) many people are lazy, uninterested or unable to take advantage of it and that (2) Amazon hasn’t promoted it or made it easy. Its biggest competitor, Walmart, is both more generous and more strategic about its philanthropy.

      That said, Amazon in the past couple of years has ramped up its efforts in corporate responsibility and public policy and appears to be working hard to become a more responsible company.

      Like

      1. noah m hubbard says:

        I agree with most of this article. I had the same initial reaction, Regarding Who is getting the most benefit from this Program ( answer: Clearly Amazon)., However I do like the ability to choose my charity. I was surprised to see a relatively small local charity available. Now my couple dollars a year goes to preserving local rivers and streams in my area.Side note: I would give my dollar at the grocery store checkout regularly, if I had my choice of local charities.

        Like

  3. David Sillik says:

    Greetings everyone. For reasons which totally evade me, so many of you seemingly intelligent folks that replied to this article totally missed the numerous points. In my humble opinion, this article was designed to: 1) Make people aware of the fact that smile could be much more effective than it is. 2) To bring to light the fact that its designers are aware of the so-called flaws and may have built the flaws into it deliberately. 3) Some people may not donate as much in other ways due to the fact that they already have the feeling that they donated (they get that “I already donated” feeling). 4) To make you aware of how small your donation actually is.
    For me the overall effect of this article will help me be more careful when logging in as I often forget to go to smile, this is especially true when I click on an amazon.com link within an email from amazon.com or any of the millions of amazon.com links found all over the web. From now on I will try to pay more attention to the way I login. Making that change 100% of the time will be challenging for me after logging on to amazon.com for 15 years.
    I don’t think amazon.com will take anything away from this article except that maybe smile is working as intended and we know it. After all, what do you think amazon stock holders would do if they found out amazon was giving away more than they already are? Perhaps the founders of smile are more cleaver than they are being given credit for. It seems to me that amazon has found a great way to keep smile alive and well.

    Liked by 2 people

    1. Marc Gunther says:

      Thank you so much for this comment! You got exactly what I was trying to say. The fact that others did not is probably my fault, not theirs. Mostly I want to encourage people to use Amazon Smile when they can. But also to put the size of it in perspective (it’s small!) and to suggest that Amazon would prefer to keep it that way. I’ve a fairly frequent Amazon shopper, mostly for books, and I think I have donated less than $3 this year. That’s hardly sufficient for someone fortunate enough to earn a good income.

      Liked by 2 people

      1. Alisha says:

        I don’t think it’s your fault. Thank you for this article. It is very well written and helpful. I shop amazonsmile and will continue to. And, I will write a letter to Amazon asking them to up the percent from 0.5 to 1.0. Really, even credit card companies give you that much in cash back. I will also request that they link it directly to the Amazon account instead of requiring the separate URL. I encourage everyone who agrees to write their own letter/email to Amazon. Who knows? If enough of us do it, maybe they will listen.

        Liked by 2 people

      2. David Sillik says:

        Marc, thank you for the kind and thoughtful response.

        ~david

        Like

      3. David Sillik says:

        Marc, here is something i wish i mentioned in my first post.
        How does one know how much to to give? there is actually a formula for giving the perfect amount. i believe that it is quite possible that anything just isn’t enough. i have come to believe that being charitable requires giving up something that has real value to you as well as the entity you are giving to. people will know when they have given enough simply by following the old adage “give until it hurts”. somehow i don’t think amazon is feeling the pain.

        Like

      4. erick says:

        also keep at mind amazon smile is only available in the us… or at least, i can’t access it from any “.ca” amazon links that i can find… so adding all it’s world wide sales to calculate the amount of the donations is unfair, or should i say ridicoulus? anyways, i think even though they don’t give away as much as some of us would like to (I, for example, would like to be able to register my local souting association), theydo give away a portion of the sales. add to that you can decide to what organization they do with your money? it’s incredible! you actually can donate to about or over 200 american scouts associations… i’d like to be able to register a single one over here!!! the american red cross? great! even though they do not perform as much as you would like it to. buying from amazon wont prevent me to donate to MSF (i think you call it docs without boreders or something like that), to local scouts associations,and to any causes that would appeal me… it’s just a way to decide where the donation made with your money will go appreciate it for what it is!

        by the way i do not intend to shock anyone with my post. i’ts my humble opinon that everyone is free to say whatever he wants as long as it stays in a “respect zone”… and for those who would like to correct my grammatical or ?orthographc? mistakes, please keep in mind that english is not my primary language and i didn’t practice it much in the latest years…

        Like

  4. Trudy says:

    I’ve always had an “app” on my android. You just go to smile.amazon.com and then from the menu button where you normally find refresh or share click on “add to Home screen”. Easy!

    Like

  5. Chelsie says:

    Everyone had to be mad about something these days….

    Amazon doesn’t HAVE to donate anything so if you think it’s not enough, maybe you should donate on your own instead of getting mad at Amazon for the money you were already going to spend.

    I wonder if you would still be mad amount how much is donated if it were coming out of your paycheck versus your purchase.

    Liked by 1 person

    1. PamSmed says:

      Yes, very true. I had no issue their donation percentage of your purchases……just the way they don’t let you know if all the 501c3’s have actually set up (on their own) a EFT so the donated funds actually go to them. (versus sitting somewhere ) We wasted a year of purchases only to find out the charity first must contact Amazon directly to get the funds directed to them.

      Like

  6. Joyce Finch says:

    My favorite charity I’d Feed the Children”. I did not depend on Amazon to help me make a choice. I also write out a check to “Feed the Children” about every month.

    Like

  7. Robert Joseph says:

    iT SOUNDS LIKE YOU ARE SLAMMING AMAZON BECAUSE THEY DON’T GIVE ENOUGH. i AM THE PRESIDENT OF A 501 C 3 ORGANIZATION, AND WE ARE JUST LEARNING ABOUT aMAZON sMILE. YES, THEY COULD GIVE MORE, BUT AFTER ALL THEY ARE A FOR PROFIT COMPANY, AND THEY DON’T HAVE TO GIVE ANYTHING. i WILL SEND YOU SOME INFORMATION ABOUT OUR NON PROFIT, MAYBE YOU CAN MAKE A DONATING. WE DON’T JUST DEPEND ON AMAZON, SO MAYBE YOU WOULD LIKE TO SUPPORT US?

    Like

    1. D Carr says:

      Mr Joseph, as President of a nonprofit, you may want to know that it’s rude to message in caps. However, I notice that the “A” in Amazon and “S” in Smile are in small case which happens when you press the Shift key when Caps Lock is on, so it seems you didn’t intend the caps case. I point this out because cautious and informed donors are unlikely to donate to a nonprofit whose president doesn’t look at his typed text before sending. I wish you the best.

      Liked by 1 person

  8. G Youngkin says:

    I have bookmarked
    https://smile.amazon.com
    and it is fairly simple for anyone willing to use it, if you are going to shop Amazon, shop Smile.amazon, how difficult is that to remember!?

    I place in my chosen charity into search line w/o prompts to select another & was easily done.

    I think your article gives Amazon Smile a raw deal & humans not enough consideration in that you believe Amazon is cheap & humans are too stupid to remember that if you shop Amazon, shop Smile. Nope, there isn’t an app for Smile but that’s a great thing for my mobile, why do we need apps for everything? I don’t.

    Granted that 0.5% isn’t a boon however, it is more than nothing which is what they’d get if no one could remember to use Smile every time they shopped Amazon.

    Like

    1. Connie Senn says:

      I have an android and it lets me put the link as a web app on my screen
      https://www.howtogeek.com/196087/how-to-add-websites-to-the-home-screen-on-any-smartphone-or-tablet/

      Liked by 1 person

  9. sharon says:

    “Well, yes, but not nearly as a nice as it could be.”

    WELL, DUH. WHY NOT 100%. AMAZON IS NOT A CHARITY ORGANIZATION; IT IS A FOR-PROFIT COMPANY. 5% IS BETTER THAN NOTHING.

    Liked by 1 person

    1. Linda says:

      Not 5%. .05% Lots of Amazon apologists on here. I used to work there, there’s absolutely nothing good to defend unless you are staunchly pro-greed.

      Like

      1. planettaco says:

        Actually, not .05% — rather it is 0.5%, Linda.

        Like

      2. ScootGaloot says:

        If you are going to slam them for being charitable, at least get your facts straight. It’s .5%. Certainly more than YOU contribute.

        Like

      3. Marc Gunther says:

        First, I wrote that it is 0.5 percent of each purchase, which is the same as .5%. My facts are correct.

        Second, as a percentage of Amazon’s total sales, fyi, its contributions are much less:0.00012

        Third, my wife and I give about 6 percent of our pretax income away. That’s nothing to brag about but I want to set the record straight. See this: https://nonprofitchronicles.com/?s=GiveDirectly+Adat+Shalom

        Like

  10. Melissa Theodore says:

    I appreciate your article. It appears most of the respondents don’t use the Amazon app to shop. The rare times I’m actually shopping on my computer, I appreciate the reminder to login to AmazonSmile. I do 99% of my Amazon shopping via the app though, so not having an option to shop via Smile there effectively negates the potential good the program can do.

    To those who say that at least the charities get an extra $X they wouldn’t otherwise get, you’re missing the point. Why not let the charities get $XXX instead? Simple enough if there was an app option.

    Like

    1. Jane Heinrich says:

      Great. I manage to use smile Amazon with every purchase. Also Wal-Mart underpays their employees and tries not to give them health insurance. BFDeal. Anyone know how much paperwork goes into a big company giving to my little food bank down the street?

      Liked by 1 person

  11. Lisa Pagano says:

    five dollars is better than nothing. It is a business, and businesses are started in order to make money.

    Liked by 1 person

  12. Kate Herman says:

    When I login to Amazon, it “reminds” me to go to smile.amazon, and in fact, links me to it. I don’t understand the criticism that not enough goes to charities. There is no right or wrong percentage. At the volume of business Amazon does, charities are receiving an enormous amount. If you don’t agree, don’t partici[ate in the smile.amazon program and, instead, give directly. But it costs you nothing extra to participate so why would you not?

    Liked by 2 people

    1. Henry Spindler says:

      As of today, July 29, 2017, one can no longer sign onto the Amazon smile website. It seems to have been disconnected by Amazon. I wonder if it is because of the multiple complaints.

      Like

      1. Swnd says:

        I have used Smile the last 3 days on my tablet, no problem. I log on directly, don’t use apps. For logging in directly being ‘clunky’, that translates to LAZY, in my opinion. The fewer apps, on my devices, the better they work and the longer they last. I’m good with a phone for about 5 years. My last tablet lasted about 2years, which disappointed me. I don’t need the ‘latest’. But yes, no trouble using Smile. I wholeheartedly agree about Amazon’s greed overall. I really don’t like Amazon for a lot of reasons, but I guess some donation is better than none.

        Like

      2. Patricia says:

        Today is August 7th, 2017, and I continue to shop, and place all my orders, through my AmazonSmile Prime account. I have never experienced a problem signing into it, or placing an order via it.

        Liked by 1 person

  13. Rachelle says:

    I would have to agree with this article. Amazon does not make it as easy as they could. Even I missed out on some purchases to be donated to my charity. I recently got a new mobile and with the recent prime day, went straight to the amazon shop app without remembering that I had to set up my amazon smile link. And believe it or not there are some users out there that do not understand the meaning of how to bookmark the link and add it to your screen on a mobile phone.

    Like

    1. Swnd says:

      Re: your ‘believe it or not’ remark…I am over 60, I never have figured out how to bookmark. Doesn’t make me stupid. Just not that important to my use of my tablet. And believe it or not , I don’t forget to login to Smile when I login. Just because all those apps and links are out there, doesn’t make you a bad person for NOT using them, and SIMPLY LOGGING IN….Try it, you might be surprised how simple it is. I guess we all agree about Amazon though. Very greedy and not nearly as user friendly as they’d like you to believe. I avoid them like the plague. I shop other places as much as possible. Very often at better prices. Walmart is getting better all the time. Free 2 day shipping… and No Prime!

      Like

  14. Dante Lanzetta says:

    The only useful thing in your screed is to remind customers how little they may be giving. Well, maybe also to remind them how little Amazon is giving. I view this “donation” as what the business types call “value added.” It adds marginally to the other donations I make — VERY marginally at 0.5%! Still, that’s $10 more than my designated charity would get otherwise. It’s not wise for me to think it’s a big deal, and better for me to give what I can to that charity among my normal hundreds of pitiable checks.

    As for Bezos not being enlisted in your “Please save me from my terminal laziness (or ENABLE me in it!) by making the smile.amazon.com choice automatic,” do you also want Prime pedicures?

    Liked by 1 person

  15. PamSmed says:

    Yes, Amazon will almost always ask me if I want to go to the Smile site if I am browsing. SO that’s the good thing. I also have that specific site saved as a bookmark so I go to it directly. The author of this article missed an important part of researching where the monies actually go, however. My husband is on a charitible foundation board and so when I saw it on the list for Amazon Smile, I selected it as did several of my friends. I kept asking him if the foundation received monies from Amazon after every meeting. No money received. So I contacted AMazon by email and chat. Found out that they pull their list of 501C3 charities from a national list. Then they just post it. BUT….until someone on the board of that charity calls Amazon to set up EFT’s to the charitiable foundation’s account, it never goes ANYWHERE. Interesting for sure. Anyway, we are finally receiving money from Amazon Smile for our purchase percentages. And, yes, it’s a small amount but we are finally getting it.

    Like

    1. Tammy Cummings says:

      Hi, what number do you call to set up an EFT? I can never find a phone number ( just email) to even contact Amazon. I would love any assistance with this. Thanks for posting.

      Like

      1. PamSmed says:

        I will see if I can find it for you. It wasn’t easy to get the email address etc but I will look for you. Just got back from vacation so it might take me a few days to get back to the real world!

        Like

      2. Thresa Johnson says:

        You go here to start setup of your charity: https://org.amazon.com/
        You also have to go to Guide Star to complete your charity’s profile. http://www.guidestar.org/ManageNonprofitReports.aspx

        Like

  16. Donna Clark says:

    What? No cat to kick today? Instead, you pick on an opportunity offered millions of buyers to share purchasing power with organizations in need.

    Quantity of giving? Quality of giving. Last I checked my cyphering anything is more than nothing. And perhaps most ludicrous of all is the expectation that Amazon could navigate the path of donating ‘on behalf’ of buyers who had no designated beneficiary and no desire to have monies used for any purpose other than payment for product. Quite the Amazonian task!

    None of your ‘frowny faces’ hold much water…but then that’s what upside down smiles do! Get over yourself and find a real a cause that is truly worthless to criticize.

    Like

  17. DeAnn Feeman says:

    Many times I have found that Amazon reminds me that ‘I usually use smile and do I want to order through smile”
    If I do forget I just leave it in my cart and log back in in smile. It is in my cart wIting for me

    Like

    1. Sylvia Gartner says:

      Well, I certainly understand the article. However, I DO use Amazon Smile and donate to the World Wildlife Fund. Of course I understand that a tiny portion of my purchase goes to WWF, but I am assuming that there are a decent number of other people using Amazon Smile and, cumulatively, WWF is getting at least better than a stick in the eye! And I also donate $12 per month as an automatic deduction to WWF.

      Like

    2. PamSmed says:

      Yes, I do the same. It does stay in your cart.

      Like

  18. I always wondered if Amazon was sending a message to its users … if you can’t even be bothered to bookmark smile.amazon.com or click that button to go there, then maybe you aren’t even willing to pay the lowest cost to help someone?

    Like

  19. Drew says:

    LMFAO what bullshit!

    Like

  20. DigitalDawg01 says:

    Now that I’ve installed “Always Smile” in chrome (thanks to those who replied) it may be different. But till now, I notice that when I approach the steps to the final checkout authorization, it is not possible, or at least easy, to get my order over to the smile.amazon.com mode. I think that the option to use smile instead of the regular url should be available at any time during the process, including the final step.

    Like

    1. laziegler says:

      Does this work on Android? I make all my purchases from my phone. I like the app, but I find it disappointing to say the least that users have been requesting smile donations through the app for at least three years and Amazon has had no response. It just seems dishonest.

      Like

  21. Dan Schiff says:

    Thanks for this, Mark. Amazon leaves all sorts of bad tastes in my mouth. I personally don’t order from Amazon unless it’s something that I literally cannot buy anywhere locally. I believe they are gradually hollowing out communities by rewarding consumer laziness and undercutting all kinds of retail businesses. Is it any surprise they’d be less than genuine when it comes to charitable giving?

    Liked by 1 person

  22. Jeremy says:

    Good points, but if we’re going to take shots at Amazon Smile, we should also take on those ridiculous “give a $1.00 to charity” things we’re confronted with at pretty well every checkout (including on eBay). If you want to support Sick Kids Foundation X, give to Sick Kids Foundation X. And do it for more than a buck, at least sufficient to merit a tax receipt for yourself.

    But please, do NOT hand over $1.00 to Walmart or eBay or Whole Foods so that they can donate “on your behalf”, then reap the benefits of “supporting charity” even though, factually, they are not.

    Liked by 1 person

  23. You can install a browser extension that will always redirect you to Amazon Smile. I use “Always Smile” for Chrome. Granted this only solves one small problem, and let’s face it 99% of people are savvy or motivated enough to do this. Still, for your readers and those who care, it is a way to maximize the program as it exists today.

    And perhaps a better way for a charity to earn money from Amazon is to set itself up as an affiliate marketer. Then have links to Amazon pages and products, and when people buy after following those links, you get between 4–8% as a “finders fee”. Sure beats ½%

    Liked by 2 people

    1. Laura Routh says:

      I use Chrome also and didn’t have to install anything. I’m not sure if Amazon reminds when I clear my browsing data, though,

      Like

    2. Marc Gunther says:

      Thanks, Dave, that’s terrific. For those who want to install “Always Smile” — I just did — you can find Chrome extensions under the Windows tab. Then just search for and install “Always Smile.” It worked easily for me.

      Liked by 1 person

  24. Daniel Coombes says:

    Nicely written article that confirms many of the opinions I had about the program. It’s more like the “Need a Penny” jar at the convenience store cash register than a real charitable powerhouse.

    Liked by 1 person

  25. Laura Routh says:

    The only reason why I remember to use AmazonSmiles is that there’s a local special needs school that I support. Sometimes, if I forget, Amazon asks me if I want to use my AmazonSmiles account, instead. But I don’t think they remind you unless you use AmazonSmiles a lot. I don’t buy much on Amazon anymore, though. For books, I buy from Better World Books and other smaller vendors that have social responsibility built into their business model. Target is a good option for some items, and they’re even phasing out toxic chemicals. Although I’ve experienced excellent service from Amazon and appreciate the opportunity to make charitable contributions, for personal reasons, I mostly buy from other companies. I agree with you, Marc. Amazon could choose to be a leader–be on the cutting edge of philanthropy in addition to forging ahead in retail technology and innovation.

    Liked by 1 person

  26. Thanks, Marc. I have shared this criticism of the program and it’s very interesting to know the amounts that actually end up in the hands of charities. While not the size of Amazon, MiiR is another Seattle-based company that is making a big impact through charitable giving. MiiR gives 5% of their revenues to charities. They also devote a lot of effort into vetting the organizations they support.

    Liked by 2 people

    1. Marc Gunther says:

      Thanks, Marla. I think there’s a real opportunity here for Amazon to play a role in both increasing the quantity and quality of philanthropy. They are beefing up their corporate responsibility team, and I hope they will soon assign someone to pay attention to AmazonSmiles.

      Liked by 3 people

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