Amazon Nixed Green Shipping Proposal to Avoid Annoying Shoppers

A few years ago, Amazon.com Inc.’s quick delivery team debated doing something radical for the e-commerce giant: asking shoppers to consider the environment.

The team building Amazon’s Prime Now same-day delivery service knew that the quickest delivery options tended to be the worst for the planet. A guaranteed one-hour delivery window sometimes meant sending couriers in mostly empty vehicles darting to far-flung neighborhoods, all the while emitting roughly the same greenhouse gas emissions as a fully loaded truck or van. Someone on the team proposed showing customers a “Green” shopping delivery option, a slightly slower delivery speed designed to give Amazon more ...