Amazon Reduces Wrap Rage

When I buy a new product, I like to be able to actually open the packaging and use said product in a reasonable amount of time - without the use of box cutters, screwdrivers, or blow torches, and without cutting my fingers or hands in the process.

Maybe that's asking too much. Maybe that's a case of wanting my cake and eating it to. But why would I want the cake if I couldn't eat it? Isn't that the point of the cake?

Jeff Bezos, founder and CEO of Amazon.com, calls the current packaging frustration "wrap rage" and is doing something about it. In a letter to customers, he has announced Amazon's plan to begin offering frustration free packaging, which will be easy to open and will reduce packaging waste.

It's about time too. I've grumbled over clamshell packaging and plastic sealed boxes with wire-tied parts for years. I've grudgingly understood that these were anti-theft measures and sent more of my rage toward shoplifters than manufacturers. However, with online shopping, these anti-shoplifting measures are pointless.

There are only a few products available in frustration free packaging so far, but more will follow (hopefully soon). For the full story, click here. In addition, there's a place to upload your own photos and videos to The Gallery of Wrap Rage, which begins with a great video featuring The Great Unwrap Race.