Amazon.com is launching a Frustration-Free Packaging certification program aimed at convincing manufacturers to provide more user-friendly packaging.
“Wrap rage is real,” said Dr. Nadia Shouraboura, vice president of 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.”
Manufacturers that want to get their packagingcan submit their packaging to Amazon’s team of engineers for free. The team will analyze the packaging and determine if it needs modifications. Manufacturers that become certified can then use the “Certified Frustration-Free” logo on their packaging.
Amazon said it has extended its Frustration-Free Packaging certification program to Germany, France, Japan and the United Kingdom.
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