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Ethical brand ratings and accreditation since 2001

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Is Kindle an ethical and sustainable brand?

Kindle is a brand of Tablet and e-reader that appears in The Good Shopping Guide’s Ethical PCs, Laptops, and Tablets Ratings Table.

Although Kindle has not yet met our Ethical Benchmark, we hope to see the brand make progress in the future.

We would have more confidence in this brand if it submitted itself to apply for Ethical Accreditation, whereby The Good Shopping Guide would make further detailed assessments and recommendations for ethical improvement.

What does Kindle do?

Jeff Bezos, the founder, and CEO of Amazon instructed his staff in 2004 to develop the finest e-reader before rivals could. Amazon’s initial working name for the gadget was Fiona. Michael Cronan and Karin Hibma, two marketing consultants, came up with the term “Kindle.” They chose the word “kindle,” which means to ignite a fire when Lab126 asked them to suggest a name for the product. They considered it to be an effective figure of speech for reading and mental stimulation.

Additionally, Amazon has made Kindle apps available for a variety of hardware and operating systems, including Windows, macOS, Android, iOS, BlackBerry 10, and Windows Phone. Additionally, Amazon provides a cloud reader that lets people read e-books in current web browsers.

For which criteria does Kindle perform poorly?

Despite Kindle’s progress, there is still room for improvement. Kindle was marked down under our criteria for Human Rights (+) and Other Criticisms.

In what areas does Kindle score well for its ethics?

The brand was marked up under our criteria for Renewable Energy, Conflict Minerals, and Eco Labels.

How can Kindle brand improve its Ethical Rating?

The Good Shopping Guide score results from multiple ethical criteria, and Kindle’s score has been calculated from these criteria. To reach our minimum Ethical Benchmark and qualify for Ethical Accreditation, Kindle has some issues to resolve, including Political Donations and Animal Welfare.

Why not look at The Good Shopping Guide’s Ethical Accreditation if you work for or with a PC, Laptop, or Tablet firm that wants to enhance its ethics and sustainability or that already has outstanding CSR or ESG initiatives?

Contact us for more information on what The Good Shopping Guide can do for you, or submit our form for an initial ethical analysis. This process can also be started by completing our application for Ethical Accreditation. Read our Benefits of Ethical Accreditation page to find out why hundreds of companies have chosen to apply for The Good Shopping Guide’s Ethical Accreditation.

Ethical performance in category


GSG score


GSG category benchmark


Ethical Rating


  • Environmental Report


  • Nuclear Power


  • Eco Labels


  • Fossil Fuels



  • Animal Welfare



  • Armaments


  • Code of Conduct


  • Political Donations


  • Human Rights


  • Conflict Minerals


  • Human Rights+



  • Ethical Accreditation


  • Other Criticisms


  • Other Criticisms+


= GSG Top Rating = GSG Middle Rating = GSG Bottom Rating