Amazon wants to brighten your holiday season by introducing “Frustration Free Packaging” to help reduce wrap rage – that frustration that consumers feel when trying to get at toys, electronics, and other products that are more secured in their plastic and wire confines than the gold at Ft. Knox.
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.
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So whether it is [destination content has been removed at other end :~( ] or green products, you can find them now at Amazon.
Find green products at Amazon.
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I have long wondered why the packing for almost everything is so much sturdier than the contents. In some cases it is almost impossible to open the package without damaging or destroying the goods themselves. Maybe this move by Amazon will carry over to other smart companies.