Amazon has launched a new dedicated ‘eco-friendly’ shopping platform to help consumers in the UK and Europe find household products that are driving the sustainability movement forward. The platform lists more than 40,000 items that will carry certificates from the likes of Fairtrade International and the Carbon Trust.

The move has been made as a means of enabling customers to pick products on their environmental merits. It follows Amazon’s recent step forwards in the sustainability drive, when it launched its Climate Pledge Friendly label in September this year.

The online goliath has come under fire for its use of excessive cardboard and other packaging materials, and last year faced burning criticism for using new-style packaging that could not be recycled. The new scheme has been billed as its own step to ‘lessen the company’s impact on the environment.’

The dedicated section of the website will house products badged with a special logo from any of the 18 independent certification schemes. These logos will be shown in shopping results, with extra sustainability information on the product page.

The platform was launched in the US in September and is being rolled out this week to the UK, France, Germany, Italy and Spain. It supports Amazon’s wider commitment to reach the Paris Agreement 10 years early and be at net zero carbon by 2040.