Amazon.com announced a new initiative last November to replace frustrating product packaging like plastic clamshells and wire ties with smaller, easy-to-open cardboard boxes with less material inside. Now the online retail giant is taking the project a step further, allowing consumers to rate its own packaging and the original manufacturer's packaging around electronics, toys and other products. It's a subtle way to push more companies that sell through Amazon to the easier-to-open model. Beyond the consumer-friendly aspect and environmental benefits, is Amazon seeking to turn this into a business? The company applied for a trademarks in June around frustration-free packaging, covering consulting and licensing services.

Consumers can now rate Amazon's packaging on a four-point scale from "too small" to "way too big," and rate the original manufacturer's packaging from "very difficult" to "very easy" to open. Amazon said electronics firms Kingston and Monster are taking part in the program. Amazon launched the frustration-free initiative last fall with 19 products from Fisher-Price, Mattel, Microsoft and Transcend.

 

I've asked Amazon if it receives a fee for working with companies to develop easier-to-open packages, and haven't heard back yet. Amazon on June 4 applied for trademarks for "Amazon Frustration-Free" and a corresponding stamp of approval (see right), covering:

Consulting services, namely, consultation in the field of consumer product packaging; licensing of consumer product packaging standards; quality control and certification services for consumer product packaging, namely consultancy services concerning packaging standards and quality assurance; drafting and checking standards, certification criteria and guidelines in the field of consumer packaging standards; licensing of product packaging and material standards according to certification criteria based on set standards and guidelines.

It will be interesting to see if manufacturers jump on the frustration-free bandwagon.

Update: Amazon spokeswoman Patty Smith said via email that there is "no fee regarding Frustration Free Packaging.  We just want to make it easier for customers to enjoy the products they've purchased."

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