KAIRE - HelpTheAir.org

The wire ties, the clamshell packaging and the Barbies trussed up like the victims of a medieval torture device left me exasperated, and the sharp plastic edges left me bleeding.  What's more, the pile of packaging left after we freed Barbie and the other toys was an environmental nightmare.  I didn't know it, but I was a victim of what Amazon calls "wrap rage." 

Now, just in time for the holidays, Amazon has introduced a group of popular toys (and some of them are grownup toys, like an optical mouse for your notebook) that are minimally packaged to eliminate "wrap rage" and much of the waste involved in traditional retail display packaging.  Dubbed "frustration free packaging," it's only available on a limited selection of items.  On the plus side, the items are shipped in an easy-to-open recyclable cardboard box.  Unfortunately, the toys are mainly plastic,  and the selection is very limited. For example, Barbie's still a victim of excess packaging, but her Party Cruise Boat is available in the "frustration free" format.

Still, Amazon is taking a step in the right direction, and it may be a sign of a larger trend toward less waste and more environmentally friendly packaging.  The package downsizing could be as evident as the smaller "concentrated" laundry detergents, or as subtle as the missing cardboard sleeve in the store brand English muffins.

Also worth of note are some steps made at the Lexington and Campbellsville/Hebron Amazon fulfillment centers that reduce waste and energy.  Read more here. 

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