Australia is a land with a long and rich history, one that requires us to recognise the realities of all 65,000 years of history on this continent, not just the last 250.
Moving from Reflection to Innovation
We're taking the next step by implementing an Innovate RAP that focuses on developing meaningful relationships and strategies that create lasting positive impact.
"Our reconciliation journey, which began in 2021 with our Reflect RAP, has taught us valuable lessons about our role in advancing reconciliation. We've witnessed firsthand how cultural learning experiences have transformed our workplace – from the profound impact of Smoking Ceremonies at our new sites to the deep insights gained when our leaders attended the Garma Festival," says Iain Rouse, Director of Region Services and RAP Executive Sponsor.
Digital Technology as a Bridge for Reconciliation
At the heart of our Innovate RAP is a vision where technology serves as a bridge, connecting Indigenous Peoples with opportunities while supporting the preservation and celebration of their cultures, knowledge, and traditions.
"As a global technology company, we recognise our unique position to make meaningful change. We've seen how digital inclusion can transform businesses and communities, which is why we're particularly focused on sharing our expertise in digital commerce with Indigenous-owned businesses. Our partnerships with remote communities for STEM education aren't just about skills – they're about creating pathways for the next generation of Indigenous leaders in technology," explains Rouse.
Learning Through Experience and Connection
One of the most powerful aspects of our reconciliation journey has been the transformative experiences of our employees. In 2023, twenty Amazonians attended the Garma Festival in Northeast Arnhem Land, including nine volunteers who spent ten days helping to set up, run, and pack down the festival.
The impact was profound, with employees describing the experience as "humbling," "life-changing," and "eye-opening." One employee reflected, "Imagine what we could do together; the power of all the lived experience and knowledge. The positive impact on climate change is just one example."
In total we've sent 82 employees to Garma in the last three years, including volunteers who taught robotics in the festival's Youth Forum and organised sporting activities for community youth.
A Commitment Beyond Words
Our Innovate RAP outlines specific actions across three key areas:
Relationships: We're establishing mutually beneficial relationships with Indigenous stakeholders and organisations throughout our operational footprint, from Sydney's Eora Nation to Perth's Whadjuk lands.
Respect: We're increasing understanding and recognition of Indigenous cultures through comprehensive cultural learning strategies, including integrating cultural education modules into our onboarding platform and developing an Amazon Cultural Playbook to be implemented across all our Australian sites.
Opportunities: We're improving employment outcomes by increasing Indigenous recruitment and retention while growing supplier diversity and supporting Indigenous businesses to thrive in the digital economy.
A Promise in Paint
The artwork featured in our RAP was created by Kalkadoon artist Chern'ee Sutton. The piece is rich with symbolism representing Amazon Australia's reconciliation journey.
The central piece is an expression of community. One symbol features four handprints, reflecting the values of trust, connection, being valued and informed. Another contains kangaroo and emu footprints, representing a reconciliation journey that always moves forwards and never backwards.
The snake represents the rainbow serpent and Aboriginal culture and history, while the turtle and waterholes represent Torres Strait Islander culture. The tree symbolises Amazon building the best possible future through innovation, with leaves representing future jobs and employees who will grow due to our RAP commitments.
"The footprints which travel throughout the painting represents Amazon's Reconciliation Journey, from the past, to the present and into the future," explains Chern'ee.
Seller Spotlight: First Nations Business Accelerator Program
Amazon Australia’s First Nations Business Accelerator is a program designed specifically to help Indigenous businesses grow and thrive in the Amazon.com.au store. The program recognises that emerging brands face unique challenges and offers a 90-day program to build a strong foundation for growth.
The accelerator provides recipients with expert support across multiple areas including advertising strategy, brand marketing, onboarding to the Amazon store, product listing creation, and marketing analytics.
Eligibility for the program requires businesses to hold an active and valid certification with Supply Nation (including being 51% or more Indigenous owned, managed, and controlled). The program specifically targets small businesses with physical consumer products who are new to selling on Amazon.com.au. Please click here to view the Terms and Conditions.
"Being part of Amazon’s First Nations Business Accelerator Program was a game-changer, helping us set up our business and bring our vision to life. Selling through Amazon.com.au enables us to grow our business beyond our local community while keeping culture at the heart of what we do. We're thrilled Amazon is using its platform to lift Indigenous voices and businesses, including my own."
A Global Company, A Local Commitment
Amazon has a global workforce that surpasses 1.5 million people across offices, fulfillment centres and delivery stations. This huge network is home to people of diverse backgrounds, and Amazon's commitment to diversity doesn't stop once the hiring process is complete. The company is home to numerous affinity groups that help employees from diverse backgrounds feel included from day one.
In Australia, Amazon's reconciliation efforts are strengthened by the guidance of our Indigenous Australian employees and partners. Further, our IndigenousANZ affinity group brings together Indigenous employees and allies who work to create access to computer science education and support the advancement of Indigenous peoples in STEM fields.
Our Innovate RAP ensures reconciliation is woven into how we support our people, grow our business, and contribute to the communities we're part of.
Walking Forward Together
"As business leaders, we understand that real change requires more than good intentions – it demands accountability, sustained effort, and measurable outcomes," says Rouse. "This isn't just about what we do as a company; it's about how each of us, starting with leadership, shows up every day to advance understanding, respect, and opportunities for Indigenous Peoples."
Through reconciliation, connecting, understanding and acknowledging our unique cultures, histories and spiritualities, we can help create a shared sense of place through equity, inclusion, and opportunity for all.
Through our Innovate RAP, Amazon Australia reaffirms its commitment to a future where Indigenous cultures, histories, and achievements are celebrated, and where our business plays a meaningful role in advancing reconciliation in Australia.
