enables its customers to ‘Gift a smile’ Delhi,  India, June 9, 2014: today launched a unique initiative – Gift a Smile – that enables consumers to easily choose and gift products to a cause they believe in and would like to support.

The platform launches today with ten NGOs that are working in the area of child development, education, health care and protection and women empowerment. Participating NGOs, using the Amazon wish list technology, will create and continually update a list of items that they need from the over 15 million products available on at  Consumers can easily browse through the wish lists of their preferred NGO, select the items they would like to gift, and be assured that will deliver the item to the chosen organization. Any and all seller fees that accrue from these sales on the marketplace will be donated to the participating NGOs.

A wish list is a tool that helps customers, both individuals and entities, to identify, save and keep track of products they want.  A ‘public’ wish list can be viewed by anyone who may want to purchase product(s) from the list and gift them to their friends and family, in this case the supporters of the cause and NGOs.

The  NGOs that have created their wish lists are: Magic bus; Make A Wish foundation; Pratham; READ India; Sahyog; Save the Children;  Bhoruka Charitable Trust;  Jagriti Bal Vikas Samiti; Lotus Petal Foundation and Nav Bharat Jagriti Kendra. 

Amazon Gift a Smile builds on the success of its pilot project, “Light Up a Child’s Diwali” which was launched in October 2013.

Vice President and Country Manager of Amazon India Amit Agarwal said, “We were very encouraged by the response that the NGOs received during our Diwali campaign. We believe that as an ecommerce platform, we have a very powerful technology at our disposal that can enable people to make meaningful contributions that could directly impact many lives positively.” 

The  wish lists include but are not limited to  products like educational toys, books, dictionaries, sports equipment, clothes, personal hygiene products, as well as items that will help NGOs provide vocational training (for example, beauty products for beautician courses targeting girls between 16-20 years) to help develop sustainable livelihoods.

All participating NGOs have been validated by Charities Aid Foundation (CAF), a not-for-profit organization that offers support to corporate entities, individuals and PSUs to ensure greater impact of their philanthropic and CSR investments.

CEO of CAF India Meenakshi Batra said, “This is a very unique opportunity for donors to directly support the needs of the community.  Amazon has empowered a new generation of internet-savvy consumers with a new and innovative way to gift items thereby enhancing the giving experience for both donors and recipient organizations.” 

Director of Pratham Shailendra Sharma said, “We were thrilled by the consumer response to the initial campaign and were able to immediately put the gifts to use in our various centers to help our children enjoy a magical Diwali.  We are very glad to partner with to now have a year round opportunity to have people support us in our and their chosen cause.” 

To be a part of Amazon Gift a Smile program, customers can log on to and follow the simple four-step process:

  • Step 1.  Review the causes and click on an NGO to browse their wish list
  • Step 2: Select product(s) and Add to Cart
  •  Step 3: Proceed to checkout and select a Gift Registry Address
  • Step 4: Choose a payment method and complete payment 

“We look forward to scaling the program, supporting more causes and bringing on more NGOs to create more wish lists,” added Agarwal.

Customers on can now gift with ease and confidence from  over 15 million products across categories including Books, Movies and TV shows; Kindle Devices, Tablets and eBooks; Computers & Accessories; Mobiles & Accessories; Consumer Electronics; Toys & Games; Baby Products; Personal Care Appliances; Health Care Devices; Watches; Fashion Jewellery; Home and Kitchen; Beauty Products; Video Games; Music; Luggage & Bags; Handbags & Clutches and Sports, Fitness & Outdoor equipment and now Health & Personal Care products, Shoes; women’s Ethnic wear; Sunglasses; women’s Intimate wear; Denim wear for men; men’s Inner wear and Kids wear .

All customers gifting to the causes will benefit from a safe and secure ordering experience, convenient electronic payments, Cash on Delivery, no-risk hassle-free returns policy, Amazon’s 24×7 customer service support, and a globally recognized and comprehensive 100% purchase protection provided by Amazon’s A-to-Z Guarantee.

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