Amazon unleashes Frustration-Free Packaging Initiative

Nov 3 2008, 1:28pm CST | by Luigi Lugmayr

Amazon.com has launched "Frustration-Free Packaging," a new initiative designed to make it easier for customers to liberate products from their packages.
I already love Amazon for tackling this nasty problem. I hope they will succeed in changing the way gadget makers package their goods on a big scale.
Amazon is focusing first on two kinds of items: those enclosed in hard plastic cases known as "clamshells" and those secured with plastic-coated wire ties, commonly used in toy packaging. Frustration-Free Packaging is being launched in the U.S. with 19 bestselling products from leading manufacturers including Fisher-Price, Mattel, Microsoft and electronics manufacturer Transcend. The product is exactly the same - Amazon has just streamlined the packaging. The project will expand across Amazon's international sites beginning in 2009.

"I think we've all experienced the frustration that sometimes occurs when you try to get a new toy or electronics product out of its package," said Jeff Bezos, founder and CEO of Amazon.com. "It will take many years, but our vision is to offer our entire catalog of products in Frustration-Free Packaging. We'd like to thank Fisher-Price, Mattel, Microsoft and Transcend for working with us in this effort - we truly appreciate it."

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. The new packaging eliminates 36 inches of plastic-coated wire ties, 1,576.5 square inches of printed corrugated package inserts and 36.1 square inches of printed folding carton materials. Also eliminated are 175.25 square inches of PVC blisters, 3.5 square inches of ABS molded styrene and two molded plastic fasteners.

The current collection of Frustration-Free products can be seen by going to www.amazon.com/packaging.

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Luigi Lugmayr
Luigi is the founding chief Editor of I4U News and brings over 15 years experience in the technology field to the ever evolving and exciting world of gadgets. He started I4U News back in 2000 and evolved it into vibrant technology magazine.
Luigi can be contacted directly at ml@i4u.com. Luigi posts regularly on LuigiMe.com about his experience running I4U.