Amazon Australia has shared its Innovate Reconciliation Action Plan (RAP), building on the foundations established through its first RAP in 2021.

According to Amazon, the new plan marks a significant advancement in its commitment to reconciliation with Aboriginal and Torres Strait Islander Peoples.

The retailer says it’s 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,” says Amazon Australia Director of Region Services and RAP Executive Sponsor Iain Rouse.

“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.”

Digital technology

At the “heart” of Amazon’s Innovate RAP is said to be 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.

A commitment

The 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.”

Looking ahead

“As business leaders, we understand that real change requires more than good intentions – it demands accountability, sustained effort, and measurable outcomes,” says Mr 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.”