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Amazon Launches Frustration-Free Packaging Initiative
 Amazon.com has launched a new initiative dubbed Frustration-Free Packaging. The iniative is designed to make it easier for customers to free products from their packaging. 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 manufacturers including Fisher-Price, Mattel, Microsoft and electronics manufacturer Transcend. The products are exactly the same - Amazon has just streamlined the packaging to make it less frustrating to open. You can see a list of the first products with the easier-to-open packaging here.
"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."
Jeff Bezos understands your pain and has written a letter to customers about the packaging. Amazon.com also launched a Gallery of Wrap Rage where people can upload their own photos and videos of unpackaging frustration and wrap rage incidents. You can see it here.
Amazon.com's move is one that customers are likely to appreciate. You know the clamshell packaging has gone too far when special products like these here, here and here are being marketed to help people open their packages.
Posted on November 16, 2008
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