Amazon aims for green packaging that eliminates “wrap rage”
By Matt Jansen
Most people have purchased a product that’s sealed in a portable military grade bunker. OK, that may be an exaggeration, but somewhere in the evolution of tech products, someone decided it was a good idea to make packaging unpalatable for the average consumer. Amazon, among others, is making a stand by beginning an initiative to create user-friendly packaging, that has the potential to be a very green move.
In a nod to the reality of the situation, InformationWeek points out that “injuries arising from plastic packaging resulted in 6,400 emergency room visits in 2004.” That’s in the US, but studies in the UK put that number even higher. “According to a 2003 University of Sheffield study, 70,000 people in the United Kingdom seek treatment in emergency rooms because of accidents with packaging. Some of this total represents children suffocating on plastic bags, for example.”
Amazon joins the likes of Target and Wal-Mart who are both already focused on making their packaging more environmentally friendly. Of course, looking good with the green movement always helps the bottom line too, especially with that very vocal consumer segment.
The company has launched a viral marketing video campaign, which encourages visitors to post their experiences with opening new products. Unfortunately it looks like Amazon may want to partner with someone like YouTube next time because the wrap rage videos would not play at the time of this posting. “This show is currently unavailable”.
Amazon has a list of its current “Frustration-Free” packaging, but the list is surprisingly small. There are a total of 19 products listed: some toys, a few SD cards, and some Microsoft mice.
This sort of marketing approach has the potential to work very well for Amazon, as many consumers share the same irritation with packaging. It also allows Amazon to become the platform for discussion, which drives traffic to its site, and makes the company look like a hero.
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November 4th, 2008
A) buy one of those sub-$5 pacage openers and practically eliminate your frustration.
B) Amazon, stop selling retail packaging. These plastic packs are designed to hang on hooks in retail stores, or make little/expensive items bulky (or room for security devices) to reduce shoplifting. Amazon, you don’t sell retail, use your clout to get packaging that makes sense for mailing.