Packaging ecommerce expert John Blake sees Amazon’s new push for more Frustration-Free Packaging as an opportunity for brands to optimize their ecommerce packaging in three areas: boosting consumer delight, lowering costs, and meeting sustainability goals.

Lisa McTigue Pierce, Executive Editor

June 10, 2021

1 Min Read
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Amazon’s expansion of its Frustration-Free Packaging incentive program is a leadership move at the right time, says John Blake, senior director analyst on ecommerce packaging for research and advisory company Gartner.

“This expansion is a real need in the industry … from a speed of fulfillment perspective … from a sustainability standpoint,” Blake says. Additionally, wasteful packages are “costing organizations money in a lot of different areas.”

The continued exponential growth of ecommerce demands attention from packaging departments, and “any incentive that drives awareness across the different functions within an organization is a good thing,” according to Blake.

In this 24-minute podcast, Blake comments on:

• The timing of Amazon’s latest effort.
• The absence of chargebacks.
• The question of a positive unboxing experience for the consumer.
• The opportunity for vendors’ to test their own packages, and what this might mean more broadly.



If you have a topic you’d like to propose for a future PACKAGING POSSIBILITIES episode, please email Lisa Pierce at [email protected].

About the Author(s)

Lisa McTigue Pierce

Executive Editor, Packaging Digest

Lisa McTigue Pierce is Executive Editor of Packaging Digest. She’s been a packaging media journalist since 1982 and tracks emerging trends, new technologies, and best practices across a spectrum of markets for the publication’s global community. Reach her at [email protected] or 630-272-1774.

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