In late October, Amazon announced a new charitable giving initiative called Amazon Smile. When you sign up for it, the retailer will donate 0.5 percent of your total purchase price to a charity of your choice. Now Amazon is tugging at your heartstrings in an attempt to sell some Kindle Fire HDX tablets.

Amazon announced today that it will donate $20 to your charity of choice through Amazon Smile if you buy a Kindle Fire HDX this week. The tablet, which retails for $229, would normally only give $1.15 to the charity of your choice. With this promotion, Amazon is obviously hoping that the Christmas spirit will compel you to buy a Kindle Fire HDX for a friend or family member while simultaneously giving more to charity.

“We’ve been thrilled by the overwhelmingly positive response to AmazonSmile—our customers love knowing that we’ll donate to their favorite charitable organization every time they shop AmazonSmile at smile.amazon.com,” said Ian McAllister, General Manager, AmazonSmile. “In celebration of the holiday season, we’re excited to offer AmazonSmile customers a special offer for this week only—buy a Kindle Fire HDX at smile.amazon.com, and we’ll donate $20 to your favorite charitable organization. Happy Holidays!”

In other news, Amazon has shared the following facts about the Amazon Smile program:

While many of us become desensitized and cynical during the holiday season, Amazon Smile takes the many negatives of rampant consumerism and gives it a positive spin. While we’re buying toys for our ungrateful nieces and nephews out of obligation, we can at least know that we’re doing some good in the world through small charitable donations.