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Donate with AmazonSmile

Frequently Asked Questions

Prime Day

What and when is Prime Day?

Each year, Amazon holds a 'Prime Day' event, during which Prime members can generate donations from Amazon every time they shop through the AmazonSmile website. 

For 2021, Amazon’s annual Prime Day event will be held Monday 21 June – Tuesday 22 June and, this year, AmazonSmile is increasing the donation rate for Prime members.

All Prime members who activate AmazonSmile in their Amazon mobile app before the end of Prime Day will generate a 10x donation (that’s 5%) on their first eligible purchase on Prime Day! Furthermore, Amazon are also doubling all donations (1% instead of 0.5%) that Prime members generate while shopping with AmazonSmile during the event.

This is a great opportunity to generate even more vital funds for veterans’ mental health, at no extra cost to you!

How to find out more

If you have any questions, or would like to know more, please email Sarah Seddon at

Thank you for supporting us through AmazonSmile.