amazonsmile charity

Amazon announced a new initiative today, promising to donate 0.5 percent of all purchases to the charity of each user’s choice. All you have to do is head to the new AmazonSmile website and pick a charity, then you’ll be redirected back to Amazon to continue shopping. To continue donating to your charity of choice, be sure to start off your shopping by visiting smile.amazon.com first.

Almost everything Amazon sells is eligible for the new program, though there are a few exceptions. For now, Kindle e-books don’t qualify and the same goes for any purchase that requires a subscription, though that could change in the future.

It’s a shrewd move on Amazon’s part. The company, which has made a name for itself by constantly reinvesting in new ventures, offering the cheapest prices possible and being notoriously aggressive with its competition, will clearly benefit from AmazonSmile as well. Not only will the news likely bring in more customers, but all donations will be made through the company’s own foundation, giving Amazon—and not its customers—the tax benefits that come with giving money to charity.