Amazon Aims to Rid “Wrap Rage”

Running to pick up a cool new gadget or even something simple, like a PC microphone, can be a fun experience. At least until you realize that you need a machete to tear through the tightly-sealed clamshell packaging. Though I don’t have quotes, I do recall at one point reading that multiple people are rushed to the emergency room each year simply because they cut themselves bad enough on this packaging. Nuts!

Well I think it goes without saying that this type of packaging is needless. While it normally does do a great job in keeping our latest toys protected, it’s needless that the only way to open them is with a box cutter or scissors. Luckily enough, it seems Amazon is keen to eliminate this packaging as well, and have launched a new program called “Frustration-Free Packaging”, where they work with manufacturers to use simpler packaging that might not look as snazzy, but is far easier to open. Oh, and an added bonus is that it uses way less material.

All I can say is, “about time!”, and I really hope to see this catch on fast. I’ll admit that while typical packaging looks great, there is so much waste, and as we can see here, it’s really not needed. So far, companies to jump on board are Mattel, Fisher-Price, Microsoft and Transcend… with hopefully more en route.

Amazon is working with leading manufacturers to deliver products inside smaller, easy-to-open, recyclable cardboard boxes with less packaging material (and no frustrating plastic clamshells or wire ties). One of the first products to launch with Frustration-Free Packaging is the Fisher-Price Imaginext Adventures Pirate Ship, which is now delivered in an easy-to-open, recyclable cardboard box.