Tons of Amazon orders are arriving on doorsteps across America without extra packaging.
This change comes after the giant e-commerce retailer overhauled its delivery process. Chief Executive Andy Jassy hopes it will read well with customers who have been overwhelmed with the volume of company-branded boxes they receive and discard in every order.
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Put off by the amount of Amazon-branded boxes you discard each week? Your next toilet paper order may arrive without packaging https://t.co/erUYvOXNLU
— The Wall Street Journal (@WSJ) August 11, 2023
“The recognition by a number of senior leaders was just that this is becoming more and more important,” said first Amazon Vice President of Packaging and innovation Pat Lindner. “There’s a significant need for our company to take the next step in innovation around packaging.”
To remain proficient and efficient with delivery protocol, Amazon restructured its logistics network, eliminating and reducing packaging. This has become a priority for the company, according to The Wall Street Journal.
To remain successful, the company is aiming to reduce costs and reach goals related to its climate impact.
AP Photo/Steven Senne, FileRoughly 11 percent of items that the company delivers are now arriving without the extra packaging – “ships in own container” as Amazon calls it. Customers are, however, able to choose if they prefer the extra packaging or not.
For Amazon, the balance between its suppliers craft packaging and minimal material packaging is delicate. In a strategic trade-off, Amazon’s decision to scale back its distinctive brown boxes entails relinquishing some of its branding impact. However, the e-commerce juggernaut is placing a calculated bet on the dividends of reducing surplus packaging.
By opting for a more minimalist packaging approach, Amazon aims to cultivate a sense of goodwill among its customer base. The impetus behind this move is driven by numerous customers who, in Amazon’s own words, have actively voiced their desire for such environmentally conscious shifts.
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