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Don’t know if you’ve heard about it, but in November 08, Amazon decided to ship several products in simple-to-unpack cardboard boxes under a programme it called “Frustration-free packaging“.

While the major benefits are environmental, it does help that the new packaging reduces wrap rage (there’s a Wikipedia page for the term, complete with a picture captioned “An example of wrap rage…”).

I realised that it’s feasible for Amazon to have cardboard-only packaging because they don’t need clear plastic to actually display the product – since users have already “seen” the product online and read reviews. Physical stores, on the other hand, need the clear plastic.

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