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Purchases made through Amazon Smile will donate 0.5%  to their chosen charity at no extra cost

Amazon is launching its give-as-you-shop initiative in the UK in partnership with 10 charities.

By logging on to Amazon Smile - available at smile.amazon.co.uk - customers will be able to donate 0.5% of their purchase to their chosen charity at no extra cost.

The site will be exactly the same as the standard Amazon site, with the same selection and prices, but the added option of giving to one of the 10 partner charities.

The charities include the British Red Cross, Cancer Research UK, The Royal British Legion, the RSPCA and Scottish Women’s Aid.

The initiative was launched in the US four years ago, where it has raised $62m (£47.3m) for partner charities to date.

“We’re offering a simple way for customers to support good causes ahead of the busiest shopping period of the year,” said Amazon UK country manager Doug Gurr. “Over time, we hope to see similar success here as in the US, where over $62m has been donated to over 230,000 charities since launching.”