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Rays of Sunshine
Collaborating with Amazon Business to grant the wishes of seriously ill children
Published on
02 September, 2025
Rays of Sunshine is a UK based charity brightening the lives of seriously ill children aged 3-18 across the UK, by granting magical wishes for the last 21 years and providing ongoing support in hospitals and within the community. Since 2003 they have reached over 80,000 seriously ill children and their families, creating precious memories and providing positive distraction during the most difficult times.
The charity was already using Amazon Business to streamline their every day purchasing and were particularly focused on establishing sustainable buying practices, which they were able to achieve through the Climate Pledge Friendly labels visible on a wide variety of products. Through their Business Prime account, they also leveraged Guided Buying to highlight local businesses as preferred sellers.
Bringing festive cheer to seriously ill children
The charity has a cash to donate programme embedded in their website with a monthly or one-time subscription to donate. They wanted to find a solution to simplify the donation process for those wishing to give back and so decided to collaborate with Amazon Business to build a “Direct Order API”.
This was the inspiration behind the Christmas Toy Appeal which launched on 19th November October 2024 and will run until 20th December. It enables people to donate gifts entirely online from predefined lists, from there Amazon Business will immediately dispatch and deliver the gifts to the hospitals for free, allowing Rays of Sunshine to save time on logistics and spend more time spreading joy to the children who need it most. Rays of Sunshine has partnered with more than 100 hospitals and each hospital is taking care of 200-300 seriously ill children.
By allowing our donors to choose from a predefined list of gifts, and automating the process, we’ll be able to scale our impact and bring joy to even more children this festive season" says Dan Assor, CEO of Rays of Sunshine.
"By teaming up with Amazon Business, we’ve been able to simplify the way we find and buy gifts for our wish children. Whether it's sourcing sensory toys to make a hospital stay less scary or finding memorabilia to get a child excited to meet their favourite pop star, Amazon Business helps us add that extra touch of magic."
— Dan Assor, CEO of Rays of Sunshine
Scaling the campaign to make more wishes come true
"By teaming up with Amazon Business, we’ve been able to simplify the way we find and buy gifts for our wish children. Whether it's sourcing sensory toys to make a hospital stay less scary or finding memorabilia to get a child excited to meet their favourite pop star, Amazon Business helps us add that extra touch of magic." says Dan Assor, CEO of Rays of Sunshine.
Once the Christmas Toy Appeal is complete, the charity will aim to scale the campaign to include World Book Day and National Teddy Bear Day to continue to give donors the opportunity to deliver gifts at scale to make even more wishes come true.
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