Amazon.com announced it is going green by going brown, that is by streamlining the packaging of products and shipping them in recyclable materials.
The company launched “Frustration-Free Packaging,” which is focusing on eliminating two kinds of items: those enclosed in clamshells and those secured with plastic-coated wire ties. The initiative is being launched in the U.S. with 19 bestselling products from manufacturers including Fisher-Price, Mattel, Microsoft and Transcend. The project will expand across Amazon's international sites in 2009.
Products like Fisher-Price's Pirate Ship is now delivered in recyclable cardboard box, eliminating 36 inches of plastic-coated wire ties, about 1,600 square inches of printed corrugated package inserts and 36 square inches of printed folding carton materials.
Transcend memory cards will also eliminate clamshells and the additional box. Instead, the cards will now be shipped inside recyclable cardboard envelopes.
Last year, Amazon launched an e-commerce page dedicated to green products.
