Making Sustainable Shopping Simple

In 2020, Amazon formed a team to lead its first sustainability initiative, a high-priority project overseen by Jeff Bezos with regular reviews with Senior Leadership.

UX Design Lead

Creative Direction

Prototyping

Content Design

Press

Problem

Amazon customers had difficulty identifying sustainable products and didn’t trust sustainability claims when they did see them.

Results

Sales increase of certified products
within first year in the program

+12%

Customers who switched to a certified product in 2023

10% of all customers

Page views of Climate Pledge Friendly
products over non-certified products

+10%

Constraints

Along with a mountain of legal constraints, Jeff Bezos requested a program name connected to The Climate Pledge and a logo that signified time running out. The proposed logo and a series of names were tested both in and out of the CX to ensure they would be easily understood by customers.

Support for

10+ locales & languages

Collaboration with

30 external certifiers

Alignment across

100 Stakeholders

Solution

Increase the visibility and transparency of products with sustainability certifications.

1. Eco-friendly products feature a clear icon and label

2. Details on sustainability are easy to find on the product page

3. Complex sustainability concepts are clear and easy to understand

4. A new program landing page in 10+ languages adds transparency

Qualitative Results

Resulted in the redesign of physical products

Persil redesigned a product to qualify, resulting in ~60% less packaging waste and ~60% less CO2 transport emission for that product.

Research participants found language clear and easy to understand

Participants indicated that they were impressed by the clarity and the brevity of the language and descriptions used in the Search bottom sheet.

Kiran