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BizReport : Ecommerce archives : August 27, 2009

Amazon asks customers for packaging feedback

In November, 2008, Amazon introduced new packaging that would help eliminate "wrap rage" while reducing waste and helping the environment. Now Amazon is getting its customers wrapped up in the packaging debate, too.

by Helen Leggatt

amazon logo.gif"Frustration-free packaging" was introduced by Amazon after consumer complaints of inaccessible packaging, such as clam-shells, and even injuries caused by vain attempts to free the product from its casing.

Other consumer concerns included the cost and waste associated with excessive and exotic packaging materials. At launch Amazon claimed that, for one particular Fisher-Price toy, the new packaging would eliminate:-

- 36 inches of plastic-coated wire ties
- 1,576.5 square inches of printed corrugated package inserts
- 36.1 square inches of printed folding carton materials
- 175.25 square inches of PVC blisters
- 3.5 square inches of ABS molded styrene
- 2 molded plastic fasteners

Amazon is now taking its "frustration-free packaging" initiative one step further and giving customers the opportunity to provide feedback on the packaging of goods they've received.

Customers are invited to take photographs of the packaging and rate it on appropriate size and ease of opening. The feedback Amazon receives will be fed back to suppliers and used to improve packaging across as many products as possible.

Memory manufacturer, Kingston Technology, is one Amazon supplier that is part of the packaging initiative.

"Kingston strives to be as eco-friendly as possible and we're proud to be a part of Amazon's Frustration-Free Packaging efforts," said David Sun, co-founder and chief operating officer, Kingston.

"The majority of Kingston memory products that are sold on come in easy-open, recyclable cases that are just slightly larger than the products themselves, and we've even reduced the size of the product guide to fit this smaller package."

Tags: cost-efficiency, customer feedback, eco-friendly, product packaging, waste management

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