Get Involved Christmas 2020 Amazon Smile What is Amazon Smile? The retailers foundation donates 0.5% of the price of eligible goods to the shoppers selected charity. How does it work? All you need is an existing Amazon account and then login to smile.amazon.co.uk Once logged in, you can nominate a charity, like Cherry Trees to receive the donation. There is no cost to the customer or the charity for using Amazon Smile.