Amway today: A story of growth and modernization

Amway, a multibillion-dollar, entrepreneur-led health and wellbeing company, is the number one direct selling business in the world, operating in more than 100 countries and territories.

That’s Amway today, but that didn’t happen overnight. Amway started in the basements of two longtime friends who wanted to own their own business and help others do the same. A company doesn’t grow from two basements to global success by staying the same.

In the 65 years that people have been selling Amway™ products to customers, the company has continued to evolve, always driven by its core values, an entrepreneurial spirit and a desire to help others. Amway technology, products and programs were improved and expanded to help Independent Business Owners (IBOs) as they work toward earning a little extra through entrepreneurship.

Amway digital transformation: Empowering IBOs through technology

Amway’s digital transformation includes the latest in ecommerce technology and digital tools that IBOs can use to manage their business from anywhere and educate their customers about the wide variety of nutrition, fitness, beauty and home care products Amway offers.

Amway eCommerce and online shopping

Personal connection is one of the major benefits of the direct selling industry. Customers know and trust their IBO and can reach out anytime. But a significant part of shopping, whether buying or just browsing, has moved online. Amway.ca (and each IBO’s individual digital storefront on Amway.ca) has made it just as easy for a customer to order from Amway as any other major online retailer.

But rather than being an anonymous order from faceless company, the transaction comes with the personal connection to an Amway IBO who can answer questions and provide any needed assistance. And 70% of Amway products sold in the U.S. are produced in Amway's U.S. manufacturing sites. Customers can even schedule repeat orders online so they never run out of their favorite products.

Digital tools for Amway Business Owners

Amway believes that IBOs are in business for themselves, not by themselves. New IBOs have immediate access to Amway tools and technology that can help them learn about Amway, manage and build their business and become a knowledgeable source about products and solutions for their customers.

That includes their own customizable page on Amway.com and a repository of approved videos, images and other assets to share with customers. It also includes free access to Amway Education, a collection of more than 150 training courses in five languages covering selling strategies, company rules, business tips and leadership skills.

Amway also has online tools and apps that IBOs can use to help customers find the right beauty and nutrition products for them. The Amway Nutrition Recommender provides expert guidance on which vitamins and supplements are best for someone based on their answers to an online assessment. And the Artistry™ Virtual Beauty App uses a skin assessment to help create a customized skin care routine that can address a person’s unique skin care needs with personalized product recommendations. (Available for your  iOS® or Android® device.)*

Evolving product portfolio: Meeting modern consumer needs

Amway’s product offering has also evolved to ensure IBOs can offer high quality products backed by the latest research. Members of Amway’s Innovation and Science team are constantly innovating across all brands, as evidenced by more than 750 patents and patents pending. These patents cover new and better production processes, packaging designs, nutrient delivery methods and more.

Amway has nearly 800 scientists, technicians and engineers who hold over 200 advanced degrees collectively. Those researchers also work with a team of Scientific Advisors who are experts in health, wellness, nutrition and skincare and provide input to Amway’s scientific studies and connections to the latest research and innovation in their fields.

Amway's ongoing commitments to traceability and environmental sustainability

Traceability and environmental sustainability may be a fairly new priority for some companies, but they have been priorities since the beginning for Amway and Nutrilite™.

When Nutrilite founder Carl Rehnborg bought his first farm in California 90 years ago, he insisted on having the ability to control the growing process of his plants through final harvest. That meant knowing where his ingredients came from and ensuring they were grown in a way that yielded nutrient-rich plants while maintaining healthy soils with no chemical herbicides or pesticides. Today that’s called traceability and environmental sustainability. 

While many companies only trace one part of product creation, Amway publicly traces the full life of its products from idea, to formulation, to manufacturing, to packaging. Amway brands are built on the belief that customers have the right to know a product’s creation details so they can make informed choices.

Amway’s first product – Frisk Liquid Organic Cleaner Concentrate, later named L.O.C.™ – was one of the world’s first biodegradable multi-purpose cleaners. Amway today continues to make protecting the environment a priority, setting the bar for consumer trust through sustainable, transparent manufacturing and organic farming. It also has established guidelines for product and formula creation that aim to reduce carbon footprints and use packaging that has more recycled content, easier-to-recycle materials or less material overall.

Looking ahead to Amway’s future

When it comes to Amway’s future, you can count on the company continuing to move forward and modernize, providing an inclusive opportunity for turning a personal passion for health and wellbeing into a thriving business that inspires others.

That means developing and improving its research-backed health and wellness products and supporting IBOs as they work to build their business all while continuing to follow its core values of partnership, integrity, personal worth, personal responsibility, achievement and free enterprise.

Andrew Schmidt, managing director for Amway North America, said Amway’s accomplishments since it was founded are because of the dedication, passion and agility of Amway employees and IBOs in the United States and across the world.

“It’s an incredibly diverse group bound together by our common desire to help people live better, healthier lives,” he said. “As we look to the future, we’re excited to keep growing our business and, more importantly, helping people and communities thrive via the entrepreneurial spirit.”

*iOS® is a registered trademark of Cisco Technology, Inc.  Android® is a registered trademark of Google LLC.