Eligible for Amazon Smile Donation – Let’s Shop at the AmazonSmile Store for that
Despite facing criticisms, AmazonSmile program for charitable organizations in the United States continues to roll on to fulfil its mission. For every purchase of Amazon Smile eligible product, Amazon will donate 0.5% to your chosen public charity. Amazon is very detailed in discussing the scope, limitations and rules of this program on their official page - the AmazonSmile Org Central. It is actually the Amazon Smile Foundation, a private foundation created by the company, that handles the entire program.
Some people are asking, “why would you spend $10,000 at Amazon just to donate $50 to your chosen charity? Why not shop on local stores and help small businesses survive instead?”
There is a combination of business model and practice of social work that we have to understand here. If you would look at it, shoppers actually serve as humble instruments of Amazon. They trigger Amazon to initiate the act of donating. The business model is based on the principle of “matching gift”. If you shop (your gift equivalent), Amazon will give a gift (the match) to charity. However, the percentage ratio is 100:0.5. No cost to shoppers. They just choose the organization-recipient of the gift. That is exactly what Amazon is saying (and doing) here:
Is there any cost to charitable organizations or to customers?
No. There is no cost to charitable organizations or to AmazonSmile customers.
Now here’s the social work impact of that. Because you care, you will opt to visit AmazonSmile store, browse the products with that smiley symbol and add it to your cart. No pressure from Amazon. If you’re still not ready to donate, you can choose to enter the Amazon Store without that smiley badge.
Before I further praise Amazon on this intelligent marketing strategy, let’s have an audit first of the Amazon storefront. Let’s check the smiley stuff’s impact to consumers.
The Smile
If you want to share a smile, turn left, the way to Amazon Smile store. You’re shopping activity here has an equivalent charitable work. Otherwise, turn right, to Amazon.com store.
The Free Shipping
This is exactly what Amazon is telling you:
“You receive free shipping if your order includes at least $35 of qualifying merchandise, excluding gift-wrap and taxes.”
Remember the word “qualifying”. Find them.
The Two Day Shipping
Again, here is the exact statement from Amazon:
“Guaranteed Accelerated Delivery is available on products that have a "Want it delivered . . ." message that displays a delivery date and shipping option on the detail page. This date is the soonest we could deliver it to you if ordered within the time displayed.”
Watch out for the time!
The Buy Now with 1-Click
This is a convenient way of shopping at online shop. You don’t have to proceed to the checkout counter whenever you’re ready to pay. It’s like telling the salesman “Hey, I like that, count that in and bring it to my car.” Why? Because here’s what Amazon is saying about it.
“1-Click ordering places your order automatically and lets you skip the shopping cart.”
Remember this. Every time you click the “1-Click”, within the 30-minute period of your shopping spree, Amazon will try to minimize your shipping costs by consolidating your items into as few shipments as possible. Now if you want some items to be shipped to your best friend’s house, go back to you Account and manage your 1-Click Settings. Got it?
The Verdict
So, as you can see, Amazon is still trying to be your best salesman here by offering extra services like making your cart lighter, acting as zero-pay delivery man, becoming a partner in charity works, and giving good discounts. So why criticize Amazon for the smiley stuff? Could it be because it’s a marketing strategy designed to attract more shoppers and bring millions of revenue to Amazon? Or, could it be this one. Donations to charity are tax deductible expenses. What is your thought?
