Amazon launches Sustainable Sellers Incubator for South African women entrepreneurs

Amazon and WomHub have announced the Amazon Sustainable Sellers Incubator, a nine-month programme designed to empower 35 South African women-led manufacturing businesses to build sustainable, globally competitive enterprises.

WomHub, a South African ecosystem enabler and advisory firm supporting innovation along the science, technology, engineering and mathematics (STEM) value chain, provides business services tailored for female founders.

Launching in Earth Month reflects the incubator’s philosophy that environmental responsibility and business growth are inseparable. The 35 participating women-led businesses, selected from across South Africa, will receive comprehensive training that integrates circular economy principles, sustainable product design and eco-friendly practices, alongside essential business and digital skills.

“By empowering South African women entrepreneurs to build businesses rooted in environmental responsibility from day one, we’re not just supporting individual success – we’re contributing to a more sustainable future that benefits communities and the planet,” says Robert Koen, Amazon managing director Sub-Saharan Africa. “This incubator demonstrates our commitment to enabling the next generation of South African sellers to grow and compete globally.”

The programme’s sustainability curriculum covers circular economy principles, ethical sourcing, sustainable packaging, purpose-driven branding and environmental impact measurement. This focus on environmental stewardship is complemented by comprehensive business development support, including training in financial management, marketing, quality control and e-commerce commercialisation, alongside one-on-one mentorship and access to patient capital such as grant funding and low-interest loans, for sustainable growth.

Participants will also receive assistance in navigating Amazon’s Seller Central information portal for guidance with account registration, optimised product listings, professional catalogue photography, brand registration and Fulfilment by Amazon services – all while maintaining their commitment to sustainable business practices.

Additionally, access to co-working spaces and innovation hubs in Johannesburg, Cape Town and East London provides physical infrastructure for collaboration and growth.

WomHub brings nearly two decades of experience supporting women entrepreneurs in STEM. Since 2006, the organisation has worked across 33 countries, delivering multiple incubators and accelerators including the Circular Economy Incubator and the Resilient Futures Fund programmes.

“This announcement represents our vision for the future of South African entrepreneurship,” sats Naadiya Moosajee, chief innovation officer and co-founder of WomHub. “We’re proving that sustainability and profitability go hand in hand. By equipping women entrepreneurs with both business acumen and environmental consciousness, we’re building a new generation of South African brands that compete globally while protecting our planet for future generations.”

The announcement underscores both organisations’ commitment to environmental stewardship and economic empowerment, positioning sustainability not as an afterthought but as a core driver of business success in the digital economy.

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