It may not be one of the burning social issues of our time — neither presidential candidate made it part of their stump speech — but Internet retailer Amazon.com has announced that it is taking a stand on “wrap rage.”
Amazon is launching “Frustration-Free Packaging” (FFP), an initiative to reduce the use of plastic “clamshell” packaging and plastic-coated wire ties that are often used to secure unopened toys and electronics.
“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.”
The comments posted on Amazon about the new packaging initiative were overwhelmingly positive. “Amen Amazon!! It’s about time some of the leading providers of consumer products start actually listening to their frustrated customers,” wrote Atlanta resident Pamela East. “I HATE all that ridiculous packaging! I’m so glad to see the simple and intelligent designs you guys have come up with, and I hope it spreads like wildfire.”
Austin, Texas resident Kathy Grace went even further: “If Amazon can get [manufacturers]to get rid of clamshell plastic packaging (you know, the kind guaranteed to drive you to tears and then slash your hand open when you finally wrest it open), I will just give up my bank account completely and have my employer deposit my paycheck directly to Amazon.”
Faster and Greener
The company is hoping that its new program will not only reduce consumer irritation, but also give Amazon a greener profile by reducing the amount of packaging used in its products.
To illustrate the…