The (RED) Echo
We launched Amazon's first official (RED) product ever by creating a limited edition red Echo. Every device sold contributed to the fight to end AIDS. In addition, special Alexa utterances were developed to help our customers donate directly to the cause on the Alexa-enabled device of their choice, (RED) or not.
"Alexa, donate $10 to The Global Fund."
The Onsite Experience
On World AIDS Day, we turned Amazon.com (RED) by creating a bespoke shopping experience for our customers. With the help of hundreds of official (RED) products, we created a truly immersive one-stop shop across the retail ecosystem. The official Amazon (RED) store included an infinite-scroll experience complete with celebrity-curated lists, videos, search optimization and more - all in the name of a great cause.