Mom, Will You Open This? Amazon Announces "Frustration Free" Packaging

Anyone who was once a child or has been around a child during the holidays knows that toy packages are pure evil straight from hell. Now, according to a letter currently on the front page of, they’ve decided to dedicate themselves to removing this scourge from your lives.

Amazon says that they’re beginning the crusade against “wrap rage” with the Fisher Price Imaginext Adventures Pirate Ship. Instead of a medieval torture device, the toy will now arrive in something called “a box.”

“I think we’ve all experienced the frustration that sometimes occurs when you try to get a new toy or electronics product out of its package,” said Jeff Bezos, founder and CEO of “It will take many years, but our vision is to offer our entire catalog of products in Frustration-Free Packaging. We’d like to thank Fisher-Price, Mattel, Microsoft and Transcend for working with us in this effort – we truly appreciate it.”

Amazon will also be working with the manufacturers of things like memory cards, which come in hard to open clamshell packages to deter shoplifting. Apparently, it has occurred to that they really don’t have much of a problem with shoplifting.

In addition to being easier to open, the new packaging will be recyclable and use fewer raw materials.

Amazon Announces Beginning of Multi-Year Frustration-Free Packaging Initiative (Press Release)
[Amazon] (Thanks, Pete!)

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