We want to optimise the overall customer packaging experience. This includes driving improvements in the sustainability of packaging across Amazon’s supply chain, starting with our own packaging and our own operations.

About 25 million times a year, customers write to tell us they love how their products have been packaged – sending us pictures and stories that our packaging and fulfilment centre teams love to hear. They also tell us when our packaging hasn't worked – when their products were damaged, when the box used was too big, or just too hard to open. This informs our worldwide packaging team and allows us and our vendors to make improvements. If it's serious enough, their feedback can automatically pull what we call "the Andon cord" to prevent a product from disappointing another customer.

We continue to pursue multi-year waste reduction initiatives – e-commerce ready packaging and Amazon Frustration-Free Packaging – to promote easy-to-open, 100% recyclable packaging and to ship products in their own packages without additional shipping boxes. Such efforts also seek to eliminate hard plastic “clamshell” cases and the plastic-coated wire ties commonly used in toy packaging. These initiatives have grown to include more than 1.2 million products over time and have eliminated more than 36,000 tons of excess packaging just in 2015.

If executed well, our innovations will also help us to:

• Reduce prep, packing material and shipping supplies;

• Reduce our operational costs by increasing the use of recycled materials;

• Increase the overall density of the packages we ship – good for transportation savings and less waste for our customers; and

• Reduce the things that get damaged in transit and eliminate wasted packaging.

Find out more about Frustration-Free Packaging.