Anna Collins is the chief operating officer of Bulletproof.
Extending its Frustration-Free Packaging program, the leading online retailer has announced a certification program for manufacturers. Suppliers that pass the test will be able to label their packaging “Certified Frustration-Free.”
A year after launching its Frustration-Free Packaging program, Amazon.com Inc. announced today that it will begin certifying items from manufacturers as easy to open, giving suppliers that pass the test the right to mark their packages “Certified Frustration-Free.”
"Wrap rage is real," says 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."
Amazon initially launched the Frustration-Free Packaging program with 19 products; it now offers hundreds of Frustration-Free products from 30 manufacturers, including such recent participants as Garmin, Logitech, RadioFlyer and Seventh Generation. Consumers can find, and comment on, items that Amazon deems easy to open at www.Amazon.com/frustration-free.
Amazon also recently announced it is extending the Frustration-Free Packaging program beyond the U.S. to Germany, France, Japan and the United Kingdom.
Amazon is No. 1 in the Internet Retailer Top 500 Guide (a PDF version of the company’s financial and operating profile can be ordered by clicking on its name).