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…Amazon wants to cure Wrap Rage?

Wrap Rage

Amazon is fighting back against “wrap rage”, or “the frustration we humans feel when trying to free a product from a nearly impenetrable package”, by releasing a line of products that arrive in “Frustration-Free Packaging”.

By working with manufacturers to deliver products in smaller, easy-to-open, recyclable cardboard boxes with less packaging material (and no frustrating plastic clamshells or wire ties) Amazon hopes to eliminate this “wrap rage” over the course of the multi-year initiative.

As an occasional victim of wrap rage due to busted knuckles and excessive garbage, I definitely hope they reach their goal, and since they’ve stated that they want to offer their entire catalog of products in Frustration-Free Packaging in a few years, it definitely seems like they’re heading in the right direction.

[Amazon – Frustration-Free Packaging]