Amazon is launching Aware, a multi-category shop selling carbon-neutral goods. Though environment-friendly consumption and Amazon may not be synonymous in the eyes of young consumers, the online retailer is attempting to change that with the launch of Aware. The shop features Amazon’s signature fashion essentials for men and women, bedding, bath linens, beauty and skincare products, and a collection of cleaning and paper goods (most prices are under $100). On top of the goods being carbon-neutral, products also hold certifications from third-party environmental agencies and industry watchdogs including OEKO-TEX, the Global Organic Textile Standard (GOTS), and the Global Recycled Standard. Amazon is the leader in retail apps Gen Z and Millennials are using, and its Aware shop signals how the company is delivering on young consumers’ desire to shop more sustainably without breaking the bank. (Refinery29)
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