For the past year, we have expanded our collaborations with local safety companies to reach customers across Europe.
These collaborations allow us to tailor our approach to the unique safety concerns of different European countries, while leveraging Amazon’s reach to deliver critical information to consumers when and where they need it most. While our dedicated product safety tips pages provide a foundation of expert guidance on Amazon.co.uk, Amazon.de, and Amazon.es, our local collaborations enable us to launch targeted campaigns addressing immediate safety concerns and seasonal risks across, and specific to, Europe.
At Amazon, protecting customers is our top priority. We invest heavily in people and technology to ensure products in our store are safe and authentic. Through proactive controls, innovative technology and partnerships with safety organisations, we work continuously to maintain a trustworthy shopping experience globally.
Beyond removing unsafe products, ensuring consumer safety requires making critical information accessible when it matters the most. Globally, we have partnered with organisations such as Japan’s National Institute of Technology and Evaluation (NITE), the Juvenile Products Manufacturers Association (JPMA), the National Highway Traffic Safety Administration (NHTSA) and others to provide customers with up-to-date safety information.
Dedicated product safety tips pages on Amazon.co.uk
#ChargeSafe e-mobility safety campaign with the London Fire Brigade
To help ensure the safe use of e-mobility devices across London, in 2024 we joined London Fire Brigade’s (LFB) #ChargeSafe e-mobility safety campaign, raising awareness of how consumers can reduce fire risks from these devices. The campaign focused on the top e-mobility fire hazard concerns shared by the LFB, including incompatible chargers, modifications to e-bikes or faulty and counterfeit products that have not been built to the required safety standard.
To amplify safety information from LFB, we leverage Amazon channels to get customers informative safety materials by sending safety-related communications to those who recently purchased an e-bike, e-scooter or related accessories, such as battery packs or conversion kits from Amazon.
“E-bikes and e-scooters are one of London’s fastest-growing fire risks so it’s extremely positive that organisations such as Amazon have recognised the part they can play to support our award-winning #ChargeSafe campaign” said Craig Carter, LFB assistant commissioner for prevention and protection.
Nationwide Child Safety Day campaign with Bundesarbeitsgemeinschaft Mehr Sicherheit für Kinder (BAG) in Germany
According to a survey conducted by the German Association BAG (known as Safe Kids Germany in English), more than one in three families were affected by household accidents last year, with at least one child requiring medical treatment after an accident in Germany. The survey revealed that 40% of parents feel only partially or not at all well-informed about product safety, with many going online to seek additional information.
Amazon and Safe Kids Germany launched the Child Safety Day campaign to reach German families with safety information on safe sleep, toy and kitchen safety to address the need for accessible online resources. The initiative included a radio campaign reaching millions of listeners across the country. The campaign was complemented by a social media series featuring practical safety guidance about toy selection, including tips and education on product quality seals and marks, avoiding excessive noise levels and identifying potential hazards.
Guiding parents through essential child safety with Fundación MAPFRE in Spain
Starting a baby registry is an exciting milestone that often comes with questions about choosing, and using, products safely. This year, we partnered with Fundación MAPFRE, a non-profit company dedicated to improving people’s quality of life and well-being, to launch targeted awareness campaigns through the Baby Wishlist (‘Lista de Nacimiento’), providing guidance on water, cycle, child car seat installation and usage, home electrical safety guidelines and more, ensuring these tips reached parents at the right time and place. This collaboration allows us to provide comprehensive safety guidance across key areas of concern for Spanish families.
Every parent’s number one priority is the safety of their children, but with so much information available, it can be difficult to cut through the noise. Our safety tips offer clear, concise guidance for parents navigating today’s risks.
At Amazon, we collaborate with trusted safety organisations across Europe to connect customers with practical, expert safety information they can rely on. From integrating guidance into product pages, to sharing tips after purchase, to working together on campaigns that raise awareness, we are committed to leveraging our reach to amplify the voices of safety experts around the world.
For more on Amazon’s product safety efforts, visit our Product Safety page.