Have you ever injured yourself while trying to unwrap a package? I never have and I thought no one has either. But I guess I was wrong. It has only come to my knowledge that there is such a thing as “wrap rage”. This term was used by Amazon.com’s CEO Jeff Bezos when he unveiled the company’s newest initiative “Frustration-Free Packaging”. According to him, “Wrap rage describes the frustration we humans feel when trying to free a product from a nearly impregnable package”. Hence, to avoid this frustration, Amazon has come up with the scheme “Frustration-Free Packaging”.

This program will run initially with 19 products. Among them are Microsoft, Fisher-Price, Transcend, and Mattel. In the new packaging style, the products will be available in a recycled cardboard material which is definitely easier to open. With “Frustration-Free packaging” there will be no more huge and thick tapes, plastic coated wires and the lot that makes opening such a hassle.

There’s even a video made to show off the convenience of this Amazon scheme. Two Fisher-Price pirate ships, one wrapped the old way and the other in the “Frustration-Free” packaging. With the timer running, the packages were opened. And the result, It tool 11 minutes to open the traditionally wrapped package while the other only tool 44 seconds. Amazing isn’t it?

I think “Frustration-Free Packaging” will be a big benefit to lots of people. Another innovative idea from Amazon!