Amazon Ads announces the first-ever Climate Pledge Friendly Day to help consumers discover more sustainable products during Earth Month

U.S. consumers are increasingly prioritizing more sustainable products when making purchasing decisions. According to the 2023 Higher Impact study from Amazon Ads, 63% of U.S. consumers say they actively seek out brands that are sustainable in their business practices. As consumers find ways to make environmentally-conscious choices in their everyday lives, brands are working to incorporate sustainability features into their products and reach consumers with messaging that highlights their environmental efforts.

In 2019, Amazon co-founded and became the first signatory of The Climate Pledge, committing to reach net-zero carbon by 2040—10 years ahead of the Paris Agreement. Inspired by this commitment, Amazon launched the Climate Pledge Friendly (CPF) program, which helps customers identify products that are certified by first- and third-party sustainability certifications.

On April 15, Amazon Ads and CPF will launch Climate Pledge Friendly Day during Earth Month. This 24-hour event will be hosted on the new CPF event page and provide customers with savings on CPF products across multiple verticals (such as grocery, beauty, home, electronics). Leading up to the event and beyond Earth Month, Amazon Ads and CPF will make it easier for customers to discover and shop for CPF products through a new, redesigned on-site experience. This aims to help meet customer needs to browse for more sustainable products and learn about the CPF program.

“Our customers are looking for more sustainable items, and this event will make it easier for them to find CPF-badged products in April,” said Nancy Wine, director of U.S. grocery advertising.

During Earth Month and CPF Day, advertisers will have the opportunity to engage with customers and promote their CPF products and/or sustainable initiatives through new on-site sponsorships and a variety of display, video, and audio packages across Amazon Ads solutions that can help brands tell their story. This includes opportunities such as Stream It Forward, custom Amazon Music playlists, Sponsored Twitch Streams, Wondery, IMDb, and more.

In addition, brands will be able to tap into new audiences and leverage Streaming TV creative templates that can help support their storytelling efforts.

“Brands have shown a growing commitment to sustainability efforts and improvements,” Wine said. “Amazon Ads has a variety of storytelling solutions and channels to help brands share their sustainability efforts with their consumers.”

CPF products are identified in Amazon’s store through a label that signals a product has been certified by one or more of 50 third- or first-party sustainability certifications, including vetted and reputable certifications like Fair Trade Certified, the Forest Stewardship Council, and Energy Star Most Efficient, or one of Amazon-developed certifications, like Compact by Design and Pre-owned Certified. There are more than 500,000 CPF products across wellness, beauty, apparel, household, and more.

According to Amazon Ads research, the number of CPF shoppers is growing across multiple categories. For example, more than 25 million shoppers purchased at least one CPF product from the grocery category over the one-year time period studied. ¹

“Customers are looking for ways to discover products that align with their values,” said Cameron Westfall, head of Amazon’s Climate Pledge Friendly program. “In honor of Earth Month, we’re excited to deliver a shopping experience to help customers find more sustainable products through Climate Pledge Friendly that supports our mission to preserving the natural world.”

To continue its efforts of furthering its sustainability initiatives, Amazon Ads announced last year that it had joined Ad Net Zero—the advertising industry’s coalition to reduce the carbon impact of developing, producing, and running advertising to net zero. Ad Net Zero comprises some of the industry’s largest agencies, brands, and technology companies, and accounts for more than 40% of the world’s ad spend through its membership. The group calls for agencies and marketing services companies to annually measure consumption data—for instance, electricity usage, business travel, and waste production—to reduce operational carbon emissions.