Amazon.com recently announced its new Frustration-Free Packaging. It is basicly what it sounds to be, and the company’s CEO. Mr. Jeff Bezos, explained that the initiative focuses on wrap rage. "Wrap rage describes the frustration we humans feel when trying to free a product from a nearly impregnable package," he explained in a note posted on the company’s official Web site.

The plan is to simplify the packing method, cutting back on some of the features introduced in packaging over the past years. Certain items will be shipped directly using some plain brown cardboard boxes, without sealing the item and then placing it in an Amazon box. The new cardboard boxes will feature the company’s logo on the front.

This will also deal with certain items such as memory cards, which are usually sold disproportionately large clear plastic packaging. With the new service they will be sold in a recycled cardboard envelope.Toys will also be sent in plain brown boxes with cardboard padding and a plastic bag. The change will take place immediately for the company’s clients located in the United States, while the rest will have to wait until the start of 2009.

The initiative will begin with only 19 products from Microsoft, Mattel, Trancend and Fisher-Price. As soon as it will take off, the service is expected to include many other clients as it is considered a win for both the company and the client. The move will also save a lot of materials  and significantly lower the shipping costs.