Amazon builds momentum for frustration free packaging
Amazon is putting unwanted packaging in the bin with an initiative designed to tear off unnecessary wrapping, backing and packing for simple biodegradeable cardboard.
According to the New York Times the eco friendly measure is the work of the firm’s vice president of consumables, Doug Herrington, and is designed to placate customers frustrated with having to battle through umpteen layers of packaging to access their goods.
However despite being cheaper, greener and easier and two years of pushing for an end to “wrap rage”, an Amazon coined phrase for the frustration of battling cord and plastic with scissors and knives, only about 600 of the millions of items for sale currently come in easily openable varieties.
This is thought due to industry inertia and the complexities inherent to managing separate packaging for physical and electronic retail.
Traditional retailers are also reluctant to embrace the idea, citing plastic packaging as enhancing the attractiveness of products and reducing the risk of theft.
So far big name brands to embrace the concept include Duracell, Polaroid and Phillips.