On Thursday, Amazon announced that its Frustration-Free Packaging initiative, the retailer’s effort to liberate products from hermetically sealed clamshell cases and plastic-coated steel-wire ties, now offers over 200,000 items, up from 19 when the initiative first launched five years ago.
To try and alleviate the frustration many people experience when opening toys and electronics, Amazon is working with leading manufacturers to deliver products inside smaller, easy-to-open, recyclable cardboard boxes that reduce the overall amount of packaging used while still protecting what’s inside.
“We’ve all experienced the frustration of trying to remove a product from nearly impenetrable packaging like plastic clamshell cases and products bound by dozens of wire ties,” said Jeff Bezos, founder and CEO of Amazon.com. “We’ve worked with both manufacturers and customers to design Frustration-Free Packaging that is easy-to-open, protects the product and reduces waste. We now have more than 2,000 manufacturers in the program.”
Launched in 2008 with 19 products, participation in the initiative has grown from 4 to over 2,000 manufacturers, including Fisher-Price, Mattel, Unilever, Seventh Generation, Belkin, Victorinox Swiss Army, Logitech and many more. To date, Amazon has shipped over 75 million Frustration-Free items to 175 countries.
Frustration-Free Packaging also reduces waste for customers. So far, the initiative has:
- Eliminated 58.9 million square feet of cardboard
- Removed 24.7 million pounds of packaging
- Reduced box sizes by 14.5 million cubic feet
Amazon customers have helped guide the program with their ratings and feedback on product packaging. This advice has been the driving force behind hundreds of packaging improvements each year. Here’s what customers are saying about Frustration-Free Packaging:
“Amazon, if I could, I would seriously make out with you right now. Yes, I said it.”
“The old frustration-full packaging took scissors and blood and sweat to open. The new way is perfect! Pull cardboard tab, open envelope, memory card in hand.”
“I am a huge fan of Amazon Frustration-Free Packaging…Thank you for offering packaging that allows me to access my purchases without endangering myself.”
“This was the best packaged item I've ever received from Amazon. No extra box, no frills. Just stick the sticker on the box and go. Way to be sustainable, folks!”
Vendors interested in participating in the Frustration-Free Packaging initiative can learn more at Amazon’s Vendor Central.
Earlier this week, Bezos unveiled to Charlie Rose on “60 Minutes” the company’s latest advancement in customer convenience — Amazon Prime Air, a new shipping option that Bezos said in the next few years will offer package delivery by tiny, unmanned drones that Bezos called "octocopters" within 30 minutes of order placement.