On Cyber Monday, Amazon shifted the focus from massive deals to massive impact. In an exclusive partnership with Move-In-Day Mafia, the retail giant opened the doors of its Amazon Robotics Fulfillment Center to two Atlanta-area HBCU students for an intimate presentation centered on giving back. Instead of only pushing discounts, Amazon used one of the biggest retail days of the year to honor students who have navigated instability, foster care, financial hardship, and new beginnings as they pursue their college dreams.

The students received essential items, laptops, cookware, dishes, Beats headphones, and more, pulled directly from Amazon’s Cyber Monday deals. The company also surprised Move-In-Day Mafia with a $10,000 donation to continue supporting HBCU scholars across the country.

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