"Wrap rage is real," said Dr. Nadia Shouraboura, VP Global Fulfillment for Amazon.
"We launched packaging feedback and we were surprised by the customer participation and response world-wide. Our customers told us they want packaging that is easier to open, and is free of wire ties and impenetrable plastic clamshells. We are launching the certification program to share customer feedback with manufacturers and provide an easy way for manufacturers to modify their packaging to make it Frustration-Free. We want to give customers the best possible experience from the time the order is placed, to when they remove the items from the packaging."
The certification initiative provides manufacturers a simple, efficient process for getting packaging analyzed and modified to make it more customer-friendly. Manufacturers interested in getting their packaging Certified Frustration-Free can now submit packaging, at no charge from Amazon, to Amazon’s Packaging certification lab, where a team of packaging engineers will analyze the current packaging and either certify it or recommend modifications. Once Amazon certifies that the packaging meets Amazon’s Certified Frustration-Free Packaging guidelines manufacturers can then use the “Certified Frustration-Free” logo on their packaging, alerting customers to expect an easy-to-open, hassle-free experience.
In addition to announcing the Frustration-Free Packaging certification program in the United States, Amazon recently announced it has launched the Amazon Frustration-Free Packaging program in Germany, France, Japan and the United Kingdom.
Amazon initially launched the Frustration-Free Packaging program in the United States in November 2008 with 19 products. The company now has hundreds of products from 30 manufacturers worldwide participating in the program and has just added major brands Garmin, Logitech, RadioFlyer and Seventh Generation.
“Garmin’s new Frustration-Free Packaging replaces the previous PVC plastic packaging with easy-to-open, easy-to-recycle corrugated material – smaller, lighter and made with more than 80 percent recycled material. Our new design reduces packaging volume by approximately 30 percent, so units ship in smaller cartons and ship directly to the customer,” said Dr. Min Kao, chairman and CEO of Garmin Ltd.
“All of this adds up to packaging that’s friendlier for Garmin, Amazon, our customers and the environment.”
Customers can find the growing selection of Amazon Frustration-Free products at www.amazon.com/frustration-free, where they can also give feedback and rate both Amazon and manufacturers’ packaging.
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