At first glance, the latest Amazon Echo devices and Fire TV Sticks tout enhanced AI (artificial intelligence) capabilities. But take closer look, and you'll find the new Amazon hardware emphasizing various sustainability initiatives.
Among the key climate-friendly takeaways from Amazon Echo Show 8, Echo Hub and Echo Frames product launches:
- "All Echo devices announced today received the Carbon Trust’s Reducing CO2 certification and qualify for the Climate Pledge Friendly badge," the e-commerce and cloud computing company said.
- Echo Show 8 device packaging is "100% recyclable in the U.S., and fabric is made from 100% post-consumer recycled polyester yarn."
- Echo Hub device packaging is "made from 97% wood fiber-based materials from responsibly managed forests or recycled sources."
- Echo Show 8 and Echo Hub both have "Low Power Mode to intelligently conserve energy during periods of inactivity, helping to save energy over the device’s lifetime," the company said.
- New Echo Frames and Carrera Smart Glasses’ device packaging is "100% recyclable, and the charging stand is made with 35% recycled materials."
- Plus, Amazon’s renewable energy projects will produce the clean energy equivalent to the electricity used by every customer’s Echo device by 2025.
The Fire TV Stick 4K Max, Fire TV Stick 4K, and Fire TV Soundbar products have similar sustainability messaging. Amazon stated:
- "The all-new Fire TV Stick 4K Max, Fire TV Stick 4K, and Fire TV Soundbar carry the Climate Pledge Friendly badge by achieving the Carbon Trust’s Reducing CO2 certifications."
- "The new Fire TV Sticks indicated their carbon footprints have been reduced year over year and both use more-sustainable materials and implemented a design that reduces their overall lifetime energy consumption; and both feature packaging that is 100% recyclable in the U.S., made of wood-fiber-based materials from responsibly managed forests or recycled sources."
- "All devices include Low Power Mode, which conserves energy when a device goes to sleep or standby mode due to inactivity. Plus, Amazon’s renewable energy projects will produce the clean energy equivalent to the electricity used by every customer’s Fire TV device by 2025."
Amazon, Apple Watch: Consumer Electronics Going Green?
The Amazon messaging surfaces roughly one week after carbon neutral Apple Watch messaging surfaced from the iPhone and Mac maker.
Some critics openly wonder if the Amazon and Apple messaging involves "greenwashing." After all, the Science Based Targets initiative (SBTi) in August 2023 removed Amazon from a list of companies taking action on climate goal. Amazon's perspective on SBTi is here.
Also of note: It was Amazon -- rather than a neutral third-party -- that launched the Climate Pledge Friendly program in September 2020. Amazon now leverages that program to tout its own products. But to company's credit, the program leverages 18 third-party certifications to help customers "discover products that meet sustainability standards to help preserve the natural world."
Proponents, meanwhile, see Apple and Amazon as major brands that may help consumers to further understand carbon neutral products.
