Amazon has incorporated Tribe, a web extension that alerts customers if the product has been animal tested before they make a purchase.

Tribe is a new web-browser extension that appears as a small pop-up displaying animal-testing information on the product manufacturer in the corner of their browser.

The tool has been developed to help customers choose cruelty free options whenever they decide to make a purchase on Amazon.

Currently in the beta testing phase, Tribe has collated information from People for the Ethical Treatment of Animals (PETA), the Coalition for Consumer Information on Cosmetics (CCIC, which administers the Leaping Bunny logo), and others to distinguish companies that test on animals.

Tribe CEO Kim Pieper said. “There is nothing worse than falling in love with a product and later finding out they test on animals.

“The free tool integrates seamlessly into the shopping experience, making it simple for animal lovers to choose products made by cruelty-free companies.”

Tribe

The company states that it intends to not only present accurate information about the policies and practices of the company but is also working at the backend to provide recommendations on alternative cruelty-free products, so that shoppers can make informed choices in real time.

“Tribe is a values-driven company that is focused on providing facts to consumers in the simplest way. We believe in empowering small acts to create real and meaningful change.

“We have plans to address corporate practices, political giving, and many other issues we all care deeply about,” added Pieper.

Campaigning for cruelty-free products, the company website states: “Americans spend trillions of dollars on consumer goods each year. We have more power than we realize. When one person changes how they shop, they make a dent. If all of us change how we shop, we create a mass movement.”

• Read: Meat consumption drops 80% when sufficient veggie options are available

What other measures can e-commerce companies take to stop animal cruelty? Share your opinions in the comments section below!