Amazon Sustainable Shopping
Led Amazon's first global sustainable shopping initiative as the company's sustainability lead, designing and launching the Climate Pledge Friendly program that increased sustainable product sales by 12% according to Harvard Business Review research.
Amazon recruited me in 2020 to work on a deceptively simple question: how do you make it easier for customers to choose sustainable products on the world's largest e-commerce platform?
At the time, Amazon carried millions of products but offered no coherent way for customers to identify sustainable options. A product might carry ten different certifications, some rigorous, some not. Consumers were confused. Brands had no clear way to communicate what they were doing. And the search algorithm had no sustainability signal in it at all.
The framing that mattered was not 'how do we persuade people to buy green?' but 'what would it take for sustainable products to outsell conventional ones?' That turns sustainability into a design problem instead of a moral lecture.