Six of the Start-Ups in Amazon's Sustainability Accelerator

Amazon’s Sustainability Accelerator has announced its latest cohort, featuring six UK-based start-ups with innovative solutions aimed at tackling major environmental challenges.
The initiative offers an equity-free grant, expert mentorship, and a bespoke curriculum to help these young businesses grow.
The selected start-ups are creating products that address issues such as period poverty, fast fashion and circular food production, while pushing the boundaries of sustainable innovation.
We'll look through the cohort in this article.
1. Asan and its reusable menstrual cup
Asan, a start-up founded by Ira Guha, is redefining menstrual health with its reusable menstrual cup designed at Harvard’s Innovation Lab.
The product’s simple-to-use ring design has garnered recognition for ease of removal and could divert thousands of disposable pads and tampons from landfills annually.
“As a challenger menstrual health brand, Amazon is our primary go-to-market channel when entering new geographies,” says Ira.
“With Amazon’s support, we hope to lift millions of girls out of period poverty and to end plastic waste from tampons and pads.”
2. Morrow and its 'beanless' coffee
Morrow is rethinking coffee with its newly developed 'beanless' brew.
The beverage replicates the flavour and aroma of traditional coffee, but instead uses upcycled ingredients such as fruit pips, peels and ancient grains.
This invention is addressing a rather critical but often unseen sustainability issue: by 2050, up to half the land currently used for coffee cultivation is projected to become unsuitable due to climate change.
Through advanced flavour chemistry, Morrow’s product offers a lower-impact alternative to conventional coffee, avoiding the environmental toll of deforestation and resource-intensive farming.
Morrow's products showcase the potential of local, renewable ingredients and, in time, it might revolutionise the beverage industry altogether.
3. MYOM and its DIY take on oat milk
MYOM, short for 'Make Your Own Milk', is a start-up with a particularly interesting USP Unlike other plant-based milks available across the sector, this one is created at home, on demand.
With its innovative oat premix, packaged in recyclable pouches, MYOM eliminates the need for bulky cartons, reducing packaging waste and the carbon emissions associated with shipping water-heavy liquids.
Mike Curtis, MYOM’s Founder, was very grateful to have been included in Amazon's latest Sustainability Accelerator cohort.
“We’re thrilled to learn from Amazon’s experts and Europe’s leading climate innovation agency to build a scalable, impact-driven e-commerce business," he said.
"The Accelerator will help us reach new customers and bring our delicious, healthy, and convenient oat milk nationwide and beyond.”
4. Paint Zero and its plant-based palette
Paint Zero is a British start-up with a drive to make paint "green, clean and lean" by offering a true alternative to traditional paints.
Paint Zero's products are made using plant-based ingredients, which, when mixed with tap water, transform into vibrant, non-toxic paint in 90 seconds.
Its formula avoids all the nasty petrochemical liquids and plastics found in standard paints, significantly reducing the toxicity and transport emissions associated with some traditional art supplies.
With a palette of 75 colours, Paint Zero is demonstrating how sustainable materials can achieve the same functionality as their conventional counterparts while minimising environmental impact.
5. ReBorn and its stunning circular homeware
Wiltshire-based ReBorn takes industrial waste and transforms it into stylish, recyclable homeware products.
Launched in partnership with Brunel University in 2023, the company claims to have already diverted over 10 tonnes of waste from landfill and saved 100 tonnes of carbon emissions.
By giving new life to discarded materials, ReBorn is advancing circular design principles in the homewares industry.
Its approach highlights the economic and environmental potential of rethinking how we use industrial by-products.
6. ZIG+STAR’s expandable kids’ shoes
ZIG+STAR addresses the problem of fast-growing children’s feet with expandable, durable shoes.
Its “Good-to-Grow” midsole adds six months of wear, while adjustable sandals accommodate growth spurts.
The company also incentivises sustainability through a Trade-In scheme, where customers can return old shoes for recycling or donation in exchange for discounts.
Ali McAleavy, ZIG+STAR’s founder, was very excited to join the Accelerator.
“As an entrepreneur, you have to be ready to learn every day, and the programme offers an amazing opportunity to dig deeper into our climate impact, connect with like-minded businesses and explore new routes to market,” she said.
Why Amazon wants to invest in sustainable innovation
The Amazon Sustainability Accelerator, now in its third year, continues to support start-ups with a shared mission to reduce environmental impact.
“We are committed to empowering the next generation of ambitious business founders,” said Amazon’s Sustainability Director, Justine Mahler.
“The Accelerator gives founders the skills, connections, and confidence to reach their full growth potential.”
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