Is Amazon ethical and sustainable?
Amazon has been measured by the Sustainable Brand Index – the largest independent study of sustainability and brands in Europe – across 3 Nordic markets.
Is Amazon ethical?
The Sustainable Brand Index does not audit companies. It measures how consumers see a brand's environmental and social responsibility, which is close to what most people mean by ethical. On that measure, Amazon ranks #194 in the Netherlands in 2026, its strongest of 3 markets. A lower number is better.
Key takeaways
- Strongest market today: the Netherlands at 194th (2026).
- All-time best result: 169th in the Netherlands (2025).
- Biggest year-over-year drop in Sweden: slipped 66 positions from 2023 to 2024.
- Measured for 6 years (2021–2026) across 3 markets.
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Amazon's ranking trend
Lower is better · #1 = most sustainable in marketAnnual position within each country's full brand universe, 2021–2026.
🇫🇮Amazon in Finland
E-commerce| Year | Rank in Finland |
|---|---|
| 2021 | #214 |
| 2022 | #213 |
| 2023 | #227 |
| 2024 | #240 |
| 2025 | #248 |
| 2026 | #254 |
🇸🇪Amazon in Sweden
E-commerce| Year | Rank in Sweden |
|---|---|
| 2021 | #371 |
| 2022 | #402 |
| 2023 | #354 |
| 2024 | #420 |
🇳🇱Amazon in the Netherlands
E-commerce| Year | Rank in the Netherlands |
|---|---|
| 2021 | #186 |
| 2022 | #223 |
| 2023 | #220 |
| 2024 | #181 |
| 2025 | #169 |
| 2026 | #194 |
Want to know what's behind Amazon's ranking?
The full brand report shows your sustainability score, what's driving it, how you compare to competitors, and where you're exposed – with 16 years of trend data.
Questions about Amazon
Is Amazon a sustainable brand?
Amazon has been measured by the Sustainable Brand Index since 2021. Most recent rankings: Finland #254 (2026); Sweden #420 (2024); the Netherlands #194 (2026). Lower rank numbers mean consumers see the brand as more sustainable.
Is Amazon ethical?
The Sustainable Brand Index does not audit companies. It measures how consumers see a brand's environmental and social responsibility, which is close to what most people mean by ethical. On that measure, Amazon ranks #194 in the Netherlands in 2026, its strongest of 3 markets. A lower number is better.
How sustainable is Amazon in Finland?
In Finland, Amazon ranks #254 in 2026 (industry: E-commerce). Its best position was #213 in 2022.
How sustainable is Amazon in Sweden?
In Sweden, Amazon ranks #420 in 2024 (industry: E-commerce). Its best position was #354 in 2023.
How sustainable is Amazon in the Netherlands?
In the Netherlands, Amazon ranks #194 in 2026 (industry: E-commerce). Its best position was #169 in 2025.
Where does this data on Amazon come from?
From the Sustainable Brand Index, an independent consumer study run by SB Insight since 2011, with more than 80,000 interviews a year in Finland, Denmark, Norway, Sweden and the Netherlands.
Source: Sustainable Brand Index 2026, SB Insight.
About the ranking
The Sustainable Brand Index measures how consumers perceive a brand's sustainability – both environmental and social responsibility. Rankings are based on annual surveys of more than 80,000 consumers across Finland, Denmark, Norway, Sweden and the Netherlands. Brands are ranked within their industry and country.
Read the full methodology →