Amazon battles 'Wrap Rage' with New Frustration Free Packaging

Amazon has launched a new frustration-free packaging solution to help customers avoid "wrap rage" this holiday season.

Here's the letter shown to users on Amazon's home page that outlines Amazon's Program.

Dear Customers,

Wrap rage describes the frustration we humans feel when trying to free a product from a nearly impenetrable package.

Some products are hermetically sealed inside plastic clamshell cases, while others
(especially toys) use plastic-coated steel-wire ties. Without the right tools,
wire ties can be painful and time-consuming to untwist.

Today, we're excited to announce the beginning of a multi-year initiative designed to
alleviate wrap rage Amazon Frustration-Free Packaging.

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.

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

We've launched Frustration-Free Packaging with 19 best-selling items from
Fisher-Price, Mattel, Microsoft, and electronics manufacturer Transcend. It will
take many years, but our vision is to offer our entire catalog of products in
Frustration-Free Packaging.

We offer our sincere thanks to these companies for working with us in this effort we truly appreciate it. In addition to making packages easier to open, a major goal of the Frustration-Free Packaging initiative is to be more environmentally friendly by using less packaging material. We've also launched a number of projects across the company to reduce waste and save energy. We've pulled together a video and a few
pictures that demonstrate how frustrating packaging can be feel free to
send us your pictures and videos by visiting www.amazon.com/upload.

Many thanks for being a customer!

Sincerely,
Jeff Bezos Founder and CEO
Amazon.com

This is a great move by Amazon, which will probably be followed by many more retailers to come.