Amazon’s 2025 Growth Strategy: CPF Certification

Our team has recently received some concerns from clients—some best-selling garden storage boxes were no longer bringing in the same traffic, no matter how much they spent on ads. ACOS was climbing. Sales were dropping. It felt like the rules of Amazon had changed overnight.

And guess what? They had.

The old tricks—discounts, keywords stuffing, even heavy promotions—just weren’t cutting it anymore. That’s when I stumbled upon Amazon’s Climate Pledge Friendly (CPF) programme.

At first, I thought, “Another label?” But soon, the data started rolling in. Click-through rates? Up. Conversion? Up. ACOS? Down. And customers? Trusting.

So if you're a procurement manager, buyer, or seller trying to stay relevant in Europe’s competitive marketplace, here's the uncomfortable truth:

If you're not CPF-certified in 2025, you're not getting seen.

And in this post, I’ll show you exactly why.

CPF certification isn’t optional in 2025—it’s Amazon’s preferred gateway to traffic, trust, and growth. Find out why skipping it could mean disappearing from the customer’s radar.

If you’re managing outdoor garden or DIY furniture procurement for a European brand, you've likely noticed: the Amazon landscape is shifting beneath our feet.

Traffic is no longer evenly distributed. Ads are no longer affordable. And sellers who used to dominate are now... invisible.

That’s because Amazon is fundamentally changing how it defines value.

In the past, value came from price, speed, or keyword domination. But now? It’s about alignment—with customer values, environmental responsibility, and platform ethics.

Amazon’s answer is the Climate Pledge Friendly programme. Not a gimmick. Not a fad. But a shift in how products are prioritised, promoted, and purchased.

And it's already impacting procurement decisions across Germany, the Netherlands, and the broader EU market.

In this article, I’ll walk you through:

• What CPF really is (not just the brochure version)

• Why Amazon is betting big on sustainability

• What kind of real data shows CPF is working

• Who’s already benefitting—and who’s falling behind

• What you can do to catch up now, without waiting for another bad quarter

This isn’t just for Amazon sellers. If you manage procurement for brands selling via OTTO, Wayfair, Bauhaus, or even local retail chains—you’re going to feel this too.

Because your buyers are checking Amazon for credibility. And if your products aren’t CPF-aligned, someone else’s will be.

Why are sellers losing traffic on Amazon in 2025?

The playing field has changed. And many sellers haven’t noticed.

If your ads are eating more budget but bringing in fewer conversions, you're not alone. Amazon’s algorithm is increasingly favouring CPF-certified products, and non-certified listings are being pushed into the background.

Let me paint you a picture: Last year, a long-time garden storage seller I work with in the Netherlands was running €12,000/month in PPC. Their ACOS had hovered around 24% for years. But by Q1 of 2025, it shot to 38%. Clicks dropped. Conversions dropped. Yet they hadn't changed a thing in their listings.

What happened?

Amazon had quietly updated its A9 algorithm to boost visibility for Climate Pledge Friendly listings. This meant that:

• CPF-certified products began appearing higher in search results.

• Non-CPF items were buried beneath sponsored blocks and competing certified products.

• Default filters began prioritising "sustainable" and "eco-friendly" products—often without the buyer even noticing.

The logic behind this shift isn’t just Amazon's internal carbon neutrality goals for 2030. It’s that buyers are changing too.

Especially in Europe, over 60% of Gen Z shoppers now report checking for sustainability indicators before making purchases (some keywords).

So while you’re busy optimising ads, tweaking keywords, or offering 10% off coupons—Amazon is changing the rules of the game.

And the only way to play now? Get CPF certified.

Let’s explore what that really means.

What is Climate Pledge Friendly and how does it work?

It’s more than a badge. It’s Amazon’s new traffic passport.

Sellers often ask me, “Isn’t CPF just a sticker on the listing?” And I always respond, “Would Amazon put €3,000 behind a sticker?”

CPF stands for Climate Pledge Friendly, a programme launched by Amazon to support its pledge to be net-zero carbon by 2040. But behind the scenes, it’s become a performance booster for certified products.

To earn the CPF badge, Your product must be certified by one of over 30 recognised third-party sustainability certifications, check this image:

Amazon has even partnered with Compact by Design, a certification it developed in-house for products that use less packaging, weight, or volume—perfect for storage boxes, tools, or garden kits like ours at Suzhou Hongmao.

And here's where it gets interesting for European procurement:

From 2025, Amazon is offering up to €3,000 in reimbursement per listing to help sellers pursue CPF-qualifying certifications.

That means not only visibility, but money on the table—especially for categories like outdoor furniture, storage sheds, and metal garden products.

If you manage a product portfolio or need to justify ROI to stakeholders, CPF isn’t just an ethical initiative. It’s an algorithm-friendly, sales-boosting, customer-trusting advantage.

Next up: I’ll show you the numbers.

What happens if I don’t get CPF certified?

No certification? No exposure. No growth.

I don’t say that to scare you—but the numbers back it up.

Amazon is quietly phasing out non-CPF product exposure in:

• Black Friday & Prime Day category deal placements

• Amazon’s "Best of Europe" collections

• Homepage features and subcategory banners

You’ll still exist—but in the shadows.

And the danger is competitive leapfrogging. Sellers with inferior products but CPF certification are ranking higher, converting better, and appearing in more places. We’ve seen it in our own categories.

✅ Think about this: Would you rather spend €2,000/month on PPC… or invest once in CPF and get 6x the visibility organically?

📉 Delaying CPF now is like choosing dial-up in a fibre-optic age.

How do I get CPF fast and affordably?

Here’s your CPF starter roadmap.

1. Audit your product catalog

2. Select a certifying body

3. Apply and certify

4. Claim the rebate

5. Promote with purpose

Hongmao Garden went through this in late 2023. Within 45 days, our certified listings had outperformed our entire prior seasonal average.

And the best part? CPF status holds long-term value. You don’t need to recertify every quarter. It’s a one-time effort that pays off daily.

Conclusion

CPF isn’t a “nice to have”—it’s the key to Amazon visibility in 2025 and beyond.

If you want sustainable growth, sustainable margins, and sustainable customers—get Climate Pledge Friendly now.

🟢 Whether you're an established Amazon seller or a procurement lead serving retailers across Europe, ignoring CPF in 2025 is like ignoring mobile e-commerce in 2012.

Don’t wait for sales to flatline—prepare your listings while others hesitate.

📩 Want help with certification paths, audit guides, or product eligibility checks? Contact our CPF support team.

Catrina Long 

CEO of Hongmao Garden