Remove the irritant – Amazon attacks Wrap Rage

Picture_3 We hear a lot of buzz about innovation.  Everyone is trying to create the next iPod. 

But sometimes, the most powerful way to reward current customers and gain new one is not by inventing something new…but instead, by removing an irritant.

Amazon announced on their home page yesterday (I think) that they’re waging war on Wrap Rage.  This is the frustration people experience when they try to open something they’ve bought that has been sealed as though it contained the key to Fort Knox. 

In a letter from Jeff Bezos, the company announces it’s multi-year initiative to create Frustration Free Packaging from Amazon.  (Read the announcement here.  Click on it once to enlarge enough to actually read.)

They go on to announce that they’ve partnered with Fisher-Price to unveil this initiative with the first results of their efforts.

Bloody brilliant.

In addition to waging war on Wrap Rage (who knew it had a name?), they’ve also created a place where customers can upload videos or photos of their own wrap frustrations.

Two big takeaways for all of us:

  1. Sometimes the most innovative thing you can do is eliminate something that’s a barrier or problem.
  2. When you create an easier, better, faster way — shout it to the world.

What is the biggest frustration your customers experience?  If you don’t know — ask them.  If you do know, why not remove it?

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10 comments on “Remove the irritant – Amazon attacks Wrap Rage

  1. Drew

    It’s also a fantastic example of extending the brand all the way through the experience. Often, organizations can’t complete the play, so to speak, and leave their customers thinking “what the heck?!”

    Amazon makes “easy” go all the way.


  2. It’s not only good for the consumer, it’s good for the environment!

  3. Greg Beazley says:

    I loved the takeaways you have rpesented about this. Its so true, the best innovations are simple or as you suggest, simplified to become better.

    Nice post!

  4. Mark,

    Very true. Smart branding all around!


  5. Jennifer,

    Yes, it’s interesting that they didn’t mention that. I wonder if they decided they’d let the people who care about that aspect identify it for themselves and for the rest of the people, not clutter up the key message.

    In some ways, it was pretty smart of them not to add that to the message mix. What do you think?


  6. Greg,

    In some ways, I think that’s one of the biggest appeals of the Apple products. Their simplicity is part of their elegance.


  7. Finally!!! Anyone who has kids has been frustrated by the packaging these day. Good for Amazon!

  8. Max Entin says:

    About time somebody did something about it. I am tired of packages that are as hard to open as a safe with money.

  9. I know…think of how much time around the holidays we’d have free. When my daughter was young, I spent a ton of time fighting toy packaging. More twist ties than I had ever imagined!


  10. Justin Brady says:

    I HATE the majority of packaging! You’d think with companies like Apple doing their gorgeous packaging more people would copy that, but they are probably scared of the cost!

    I really hate the hard plastic packaging that is heat sealed together. Even if you get a slit cut with scissors, then you almost get cut on the hard plastic edges.

    Good riddance!

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