Sustainability Signals on Amazon: How CPF and SIPP Influence Modern Brand Growth

Amazon’s Climate Pledge Friendly (CPF) and Ships in Product Packaging (SIPP) programs now have a clear commercial role. These initiatives directly impact visibility, customer experience, and fulfilment costs, and these programs reflect shifts in shopper behaviour. Sustainability is now a stronger influence on how customers navigate categories and ultimately make purchase decisions. Therefore, integrating CPF and SIPP into the broader Amazon strategy provides established brands with measurable advantages. These benefits span both performance metrics and operational efficiency.

Climate Pledge Friendly As A Demand And Trust Signal

The Climate Pledge Friendly (CPF) program is available across more than one million products and supported by over fifty recognised certifications. Amazon reports a significant impact on sales and visibility. Specifically, there is an average 15 per cent sales lift and a 10 per cent lift in glance views within the first year for categories in the EU5 region. CPF badging appears in various key customer experience areas. These include search results, detail page recommendations, core Customer Experience (CX) modules, and Sponsored Ads. Furthermore, CPF plays an important role in Amazon Business procurement. Thousands of organisations use this certification as part of their purchasing policies.

For brands already utilising certifications for things like organic content, reduced carbon impact, safer chemicals, or recycled materials, mapping them to CPF can be highly beneficial. This action can strengthen trust indicators and improve product discoverability.

SIPP As An Operational And Commercial Efficiency Driver

The Ships in Product Packaging (SIPP) programme enables the shipment of items in their original packaging, thereby removing the necessity for an additional Amazon overbox. Reductions in fulfilment fees immediately result in direct cost benefits. These savings per unit are applicable across the UK, EU, US, and Canada.

Furthermore, SIPP offers several other advantages. It reduces packaging waste and lowers damage rates. Additionally, it improves customer satisfaction because it meets expectations for reduced and recyclable packaging.

For brands with extensive product catalogues, similar ASINs can be grouped together to simplify the testing process. Therefore, by integrating SIPP considerations into the packaging design at an early stage, cost savings can accumulate as more Stock Keeping Units (SKUs) become eligible.

Customer Expectations And Category Impact

Sustainability continues to influence purchasing behaviours across multiple geographies. Shoppers report that recyclable packaging, reduced delivery packaging, and the use of recycled materials are increasingly important. Amazon’s data shows that certain categories see a bigger boost when sustainability claims help customers tell similar products apart. CPF and SIPP provide a structured framework for brands to meet these expectations while reinforcing retail readiness.

Sustainability significantly shapes purchasing decisions across many global markets. Shoppers consistently report that factors like recyclable packaging, reduced delivery packaging, and the use of recycled materials are becoming increasingly important.

In fact, Amazon’s own data indicates a stronger uplift in certain product categories. This is especially true when claims about sustainability help customers tell the difference between similar products. Therefore, the CPF (Compact by Design) and SIPP (Ships in Product Packaging) initiatives offer a structured framework for brands to meet these consumer expectations while simultaneously reinforcing their retail readiness.

Embedding Sustainability Into Broader Amazon Strategy

Integrating CPF and SIPP delivers the strongest impact when the work is done in the earliest stages of planning. This initial phase involves identifying eligible SKUs and aligning all necessary certifications. Additionally, it requires designing compliant packaging. Furthermore, sustainability features should be highlighted within Brand Stores and A+ Content. Therefore, building these programmes into long-term Amazon roadmaps is essential. This approach ensures that sustainability actively supports category performance, contribution margin, and overall customer confidence.

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