Amazon Smile UK was once a beloved initiative that allowed shoppers to support their favourite charities effortlessly while making everyday purchases on Amazon. But as of recent developments, Amazon Smile UK has undergone significant changes that users should be aware of. This guide offers a complete breakdown of what Amazon Smile UK was, why it ended, what alternatives now exist in 2025, and how UK charities and consumers can continue to support meaningful causes.
If you’re searching for whether Amazon Smile UK is still active, how it used to work, or how to support charities via Amazon today, this article covers it all.
What Was Amazon Smile UK?
Amazon Smile UK was the British arm of Amazon’s global charitable initiative, launched to allow users to donate 0.5% of their purchase value to a charity of their choice—without any additional cost. It worked by directing users to a dedicated platform: smile.amazon.co.uk, rather than the standard Amazon website. Once registered, every eligible purchase made through that URL would trigger a small donation to the chosen charity.
How It Worked
Amazon Smile did not add to the consumer’s total spending. Instead, Amazon donated a percentage of the purchase price from its own profits. Over the years, thousands of UK-based charities signed up for the program, ranging from large national organizations like Cancer Research UK to local animal shelters and community groups.
Users could:
Sign up through their Amazon account
Choose from a list of registered UK charities
Make purchases as normal via the smile.amazon.co.uk portal
Automatically donate with every qualifying order
The End of Amazon Smile UK
In early 2023, Amazon officially announced the discontinuation of the Amazon Smile program globally, including in the UK. According to Amazon, the decision was made to focus philanthropic efforts on areas where it could have a more significant impact.
The e-commerce giant cited dilution of impact, noting that the vast number of charities involved meant each received only a relatively small donation. As a result, Amazon began winding down the Smile initiative, completing the process in February 2023.
Charities received a one-time donation equivalent to three months of what they had earned in 2022 as a final gesture of support.
Why Did Amazon Shut Down Smile UK?
There were several driving reasons:
Low overall impact: According to Amazon, while £6.6 million was donated in the UK since the program’s launch in 2013, this averaged just a few pounds per charity annually.
Operational Complexity: Managing a platform with tens of thousands of participating charities posed challenges in oversight and impact measurement.
Strategic Realignment: Amazon indicated a shift toward more targeted corporate philanthropy, such as education and disaster relief.
Impact on Charities in the UK
For many small charities, Amazon Smile was a modest but reliable stream of passive income. Its end meant a loss of predictable funding.
For example, animal shelters and mental health nonprofits that relied on dozens or hundreds of users selecting them as their preferred charity saw a decline in regular contributions.
This change came at a time when economic pressures and inflation were already stretching charitable funding across the UK.
Alternatives to Amazon Smile UK in 2025
The shutdown of Amazon Smile UK prompted both charities and donors to look for alternative platforms. As of 2025, here are the most popular and effective ways to support charities while shopping online:
Easyfundraising
A leading alternative in the UK, Easyfundraising allows shoppers to earn donations for their chosen charities when they shop with over 7,000 online retailers. These include major brands like John Lewis, eBay, and even Booking.com.
Give as You Live
Another UK-centric platform, Give as You Live operates similarly to Easyfundraising. It partners with over 5,500 retailers and offers a browser extension that helps users donate automatically during online purchases.
GoCardless Donations
More charities are setting up recurring donation systems via direct debit platforms like GoCardless. This method offers stable, long-term funding without relying on retailer-based commissions.
Charity Credit Cards
Special credit cards from banks like the Co-operative Bank offer cashback-style donations to charities every time you make a purchase.
Supporting Charities Beyond Shopping
In a post-Amazon Smile world, direct support has taken precedence. Charities now encourage more proactive engagement:
Monthly donations: Direct debits provide stability and predictability.
Corporate partnerships: Companies are urged to create direct partnerships rather than relying on retailer programs.
Social fundraising: Platforms like JustGiving and GoFundMe have grown as fundraising hubs for both individuals and nonprofits.
Real-Life Example: Animal Welfare Charity
Consider a small pet rescue organization in Manchester. Before the end of Amazon Smile UK, they received about £100/month through the platform. While not huge, this amount covered monthly costs for pet food and supplies. After Smile ended, they transitioned to Easyfundraising and began a direct appeal campaign, increasing monthly donations by 60%.
Recent Trends in 2025
The charity space continues to evolve in 2025:
Rise of Ethical Marketplaces
Platforms like Ethical Superstore and Social Supermarket allow consumers to support social enterprises and ethical brands while contributing a portion of sales to social causes.
Integration with Voice Assistants
Smart home devices like Alexa now allow users to make direct donations via voice command. Although not as passive as Smile, it introduces a new level of convenience.
Influencer-Led Campaigns
Popular figures, including TV personalities such as Eamonn Holmes (as featured in Leeds Journal), now partner directly with charities for awareness campaigns.
Gen Z Giving
Younger consumers prioritize cause-based spending. Over 65% of Gen Z shoppers in the UK now say they choose brands based on social impact—a critical stat charities are tapping into for 2025 engagement campaigns.
Internal Links for Broader Engagement
Understanding broader societal contexts helps illuminate why philanthropy and civic responsibility matter today. You might also find value in reading about:
Eamonn Holmes and media influence
Gorka Marquez and dance enthusiasts
FAQs
What happened to Amazon Smile UK?
Amazon Smile UK was discontinued in February 2023. Amazon stated the decision was to refocus on more impactful philanthropic efforts. A one-time donation was made to registered charities as part of the shutdown.
Are there alternatives to Amazon Smile UK?
Yes, top alternatives include Easyfundraising, Give as You Live, and direct donation systems like GoCardless. These platforms allow UK consumers to support charities during online shopping or via recurring donations.
Did charities lose funding when Smile ended?
Some smaller charities experienced a decline in passive income. However, many have since transitioned to alternative platforms or focused on direct community fundraising strategies.
Can I still support charities while shopping on Amazon?
As of 2025, Amazon UK no longer provides a Smile option. However, you can support charities by using Easyfundraising or donating directly to the charity after making purchases.
Is Amazon planning to launch a new charity platform?
As of now, Amazon has not announced a new consumer-facing charity platform. Their current philanthropic work focuses on direct aid programs and community initiatives, particularly in education and disaster response.
Final Thoughts
The closure of Amazon Smile UK marked a turning point in how online shopping and charitable giving intersect. While it was a valued tool for many, its impact had limitations. In 2025, UK shoppers now have more transparent, flexible, and impactful ways to support good causes. The shift to direct giving and ethical consumerism has redefined charitable participation, making it more intentional and connected to broader societal values.
For anyone eager to continue supporting UK charities, now is the time to explore new platforms, share causes with your network, and engage more deeply with the organizations that matter to you.
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