Amazon Launches 'Frustration-Free Packaging' Initiative

Buying new gadgets is a joyful occasion, but opening them can be another story when an impenetrable piece of plastic stands in your way. Amazon announced Monday its Frustration-Free Packaging initiative, which will address the issue, dubbed "wrap rage."

Under the initiative, Amazon will be shipping some products to consumers in easy-to-open, recyclable boxes, ditching those pesky packages tightly enclosed in a plastic clamshell or fastened with plastic-coated wires. Microsoft, Fisher-Price, Mattel and Transcend are the first companies to join the initiative; Amazon hopes many more manufacturers will participate in the effort as well.

Plastic packaging has been a consumer headache for years, and in worst cases it's landed people in the hospital. In 2004, about 6,500 Americans were rushed to emergency rooms when they sustained injuries from trying to free their gadgets from stubborn plastic enclosures. As cumbersome as plastic clamshells may be, stores say the packaging method helps deter thieves. However, Amazon noted that online shopping has no need for such a security measure.

I have written about the scourge of wrap rage before. Great idea by Amazon to do something about it.

List of Frustration Free Packaging items for sale here. Amazon's description of the program here.

via Wired