In November 2008, Amazon announced its Frustration-Free Packaging initiative, which will address the issue, dubbed “wrap rage.” Under the initiative, Amazon will be shipping some products to consumers in easy-to-open, recyclable boxes, while eliminating packages tightly enclosed in a plastic clam shell or fastened with plastic-coated wires. Microsoft, Fisher-Price, Mattel and Transcend are the first companies to join the initiative.
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