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A charity fundraising to help disadvantaged children has received a £5,000 donation from the Amazon fulfilment centre in Manchester.

The donation, made to Cash for Kids, is part of a partnership between Amazon Business and the nationwide charity. The partnership will support the charity’s Mission Christmas appeal, a campaign that encourages shoppers to buy an extra Christmas gift for disadvantaged children this festive season. Cash for Kids is Bauer Radio’s network of local charities, which operate across 23 areas around the UK, working to provide Christmas gifts to 200,000 children this year.

Amazon Business teams have created a Mission Christmas storefront on the Cash for Kids donation website, where shoppers can easily buy gifts on Amazon for disadvantaged children. The teams have also worked hard to ensure there is enough stock for the curated storefront, and even negotiated discounted prices with Amazon selling partners for items featured on the Mission Christmas storefront, making donating easier and more affordable for shoppers.

Amazon Business and Cash for Kids predict that donations to the value of £500,000 will be made through the new Mission Christmas storefront this year. The gift list on the storefront also promotes gifts for age brackets 0-3 and 12 years+ to encourage donations in their most under-donated age groups.

As part of Mission Christmas, Radio’s Hits presenter Gemma Atkinson toured the Manchester fulfilment centre and helped the Amazon team stow, pick and pack toys.

Speaking on the visit and the donation the Manchester fulfilment centre’s General Manager, Darragh Kelly, said:

“Cash for Kids is an important charity in Manchester, offering vital services for children and their families across the city and beyond. We enjoyed welcoming Gemma to our fulfilment centre and we’re pleased to provide this donation to support the charity’s efforts in our community.”

Jess Rigby, from Cash for Kids, added:

“We are dedicated to supporting children who need our guidance through difficult circumstances. Every penny we raise stays locally, dealing with issues on our doorstep. It wouldn’t be possible to do what we do without the support of our community – big thanks to Amazon for this donation.”

The donation to Cash for Kids was made as part of Amazon’s programme to support the communities in and around its operating locations across the UK.

Amazon is providing disadvantaged students with online STEM courses as well as teaming up with charity partner Magic Breakfast and delivering more than five million healthy breakfasts to families in England.