Amazon is really rubbing it in. Notorious for its willingness to lose money to drive ever-increasing sales, the company said Wednesday that it is now giving customers the option to donate 0.5 percent of the price of many purchases to charity through a new project called Amazon Smile.
The process is pretty easy: Customers go to smile.amazon.com and choose a charity.Amazon (AMZN) suggests a few, such as the American Red Cross and the Nature Conservancy. From that point on, the donations are sent automatically. There isn’t a cap on how much money Amazon will send to charities, but the program does exclude digital items such as Kindle books and recurring Subscribe-and-Save purchases or subscription renewals. “Nearly all physical products are eligible,” says a company spokesperson via e-mail.
This cuts into Amazon’s profit margins, of course, or it would if it had them.