Amazon Eliminates Frustrating Packaging to Reduce “Wrap Rage” for the Holidays   - 855 Views, 1 Comment

Explained Amazon CEO Jeff Bezos, in a letter to Amazon customers, “‘Wrap rage’ describes the frustration we humans feel when trying to free a product from a nearly impenetrable package.” Wikipedia describes wrap rage as “the common name for heightened levels of anger, frustration and violence resulting from the inability to open hard-to-remove packaging.”

In his letter, Bezos went on to say that Amazon is “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).”

Now, you may be thinking “big deal,” but Amazon has already gotten some pretty impressive manufacturers to sign on to their frustration free packing initiative, including Microsoft, Fisher Price, and Mattel. And, according to Amazon, the new packaging for a single Fisher Price Imaginext Pirate Ship eliminates more than 1600 square inches of cardboard, 36 inches of wire and nearly 200 square inches of PVC, ABS molded styrene, and other plastic packing material and fasteners. And that’s just for one box!

For reasons that are beyond us - marketing, perhaps - Amazon hasn’t bothered to point out that this is not only going to reduce wrap rage, but is a green initiative as well, which dovetails nicely with the green initiative that Amazon announced in June, their Amazon Green initiative, where they have collected in one place thousands of green products as voted up by customers.

So whether it is products with frustration free packaging or green products, you can find them now at Amazon.

Find products with frustration free packaging at Amazon. (This link will take you to all of the current “frustration free” packages at Amazon.)

Find green products at Amazon.