The Amway Vision

Our vision is simple – we work each and every day to help people live better lives. We achieve this vision by helping people everywhere discover their potential and achieve their goals, by offering better products and opportunities for the future and by sharing generously with the global community.

We take pride in our commitment to business excellence, caring for people and their communities, and our concern for the environment. We are committed to doing what is right, rather than doing just whatever 'works'.

Founder's Fundamentals

Co-founders Jay Van Andel and Rich DeVos created the ethical and operational standards that continue to guide both the company and its distributors in all their activities. These founding principles are carved in stone outside the World Headquarters: Freedom, Family, Hope, and Reward.

Amway will always support the fundamental FREEDOM of people to determine their own future, allowing them the time and resources to protect and nurture their FAMILY. Amway will also always offer HOPE to individuals and the opportunity to earn REWARD in proportion to their efforts.

What Amway is all about?


Amway is built on the concept of relationship, which is rooted in the partnership between our founders. The relationships that exist among the founding families, employees and business owners are at the core of the company.

Strong and reliable relationships are key to the Amway business model. Thanks to the relationships we develop with our customers, we are able provide excellent, highly convenient, customer service, based on personal conversations. Our business owners always take care of each person individually. Their profound product knowledge and appreciation of consumer needs allow them to personally address any questions costumers may have, whether about products or starting an Amway business.

Corporate Citizenship

We acknowledge the personal worth in each individual. Amway is committed coroporate social responsibility. We believe in our responsibility to be good citizens in the communities where we live and work. Our employees and business partners are actively committed worldwide to helping to make a difference.

Amway™ One by One Campaign for Children was initiated in 2003 and has donated more than 112 million US Dollars to difference causes since 2003.

Business Opportunity

Amway is an advocate of freedom and free enterprise. The Amway business opportunity offers every person the chance to build their own, independent, profession and to succeed based on their individual ambitions. Amway supports its business owners through a fair compensation plan and a strong family of high quality product lines. The Amway Academy offers e-learning courses, web presentations and personal training courses. In 2010, Amway Academy distributed more than 3,000 certificates across Europe.

Family of Brands

Split into nutrition, beauty and home care categories, we offer a diverse portfolio of high qaulity products. Our brands NUTRILITE™, ARTISTRY™, beautycycle™ and AMWAY HOME™ contribute to personal well-being and delight consumers. These brands form the foundation on which Amway Business Owners build their business. Click here to learn more about our brands