Our Vision and Values

VALUES

Our vision is quite simple. We work each and every day to help people live better lives. We achieve our vision by helping people everywhere discover their potential and achieve their goals by offering better brands and opportunities for the future, and by sharing generously with the global community. To help us realise our vision, we have four enduring values that the business has been built on.

Partnership
Amway was built on a lifelong friendship, a bond that still guides our relationships today. We trust and respect each other, and we recognize the complimentary skills necessary to achieve shared success. This is the cornerstone of our ensuring legacy and the key to our future.

Personal Worth
Every person is created with innate value than cannot be given or taken away. That's why we treat everyone with dignity and respect, and why we believe all people deserve an opportunity to achieve their full potential.

Responsibility
It is up to us to seize the opportunities we are given. We are accountable for the actions we take and the results we achieve for ourselves, each other and the communities we serve.

Integrity
We live out our Values every day, even when it is difficult or unpopular. Our character sets us apart. It calls us to be honest, courageous and consistent in our words and actions. It makes us worthy of the trust others place in us. Together, we create something of which future generations can be proud.

 

Amway's Founders Fundamentals and Values Presentation

Founders’ Fundamentals and Values:  your guide to a valuable, stronger business

Amway has always stayed true to our Founders’ values. Even as the world around us has changed dramatically, our mission has evolved, not just changed, and it’s:

"Empowering people to build their own Amway business with exceptional products, rooted in family, opportunity, and community."

Our living DNA, however, and what guides this mission are and always have been our Founders’ Fundamentals: Freedom, Family, Hope, and Reward.

These timeless truths live at the heart of Amway. They shape how we operate and succeed together. They define who we are.

Why does this matter today? Because these Founders’ Principles aren’t relics. They’re the filters we use for decisions, from product development to how we support you. When we align with them, we’re not just honoring our past — we’re securing our future. 

From those Fundamentals, we derive our Values: Partnership, Personal Worth, Responsibility, and Integrity.

They define how we act.

Explore our Founders’ Fundamentals and Values assets and let them inspire you

Knowing and deeply understanding both our Founders' Fundamentals and Values is essential to making your Amway business thrive, as they keep you focused on what drives success for our company, for you, and all the people around you.

Therefore, we have prepared a unique series of assets for you to explore, learn from, and truly engage with, bringing them to life at every step you take in your Amway business.

Watch the video introducing our Founders Fundamentals, then explore each one deeper:

Get to know better our Values:

All assets, including our Funder Fundamentals and Values PowerPoint Presentation, are always available to you in our Amway Library. Simply search for Founders’ Fundamentals and Values.