Amazon keeps it frustration-free

SEATTLE, Wash. Amazon.com announced the addition of new toys to its Frustration-Free Packaging lineup, www.amazon.com/frustration-free, giving customers a broader selection of “easy-to-open” toys for the winter holidays. Fisher-Price and Mattel have added 10 top new toys, including the Matchbox Mega Rig Pirates Ship, Little Mommy Walk & Giggle doll and Fisher-Price GeoTrax Timbertown Railway track set.

Several other top toy manufacturers have joined the initiative, including LeapFrog, Melissa & Doug, Sprig, V Tech and Wild Planet.

Amazon’s Frustration-Free Packaging initiative is part of the company’s effort to improve packaging, provide a better customer experience and create more environmentally friendly packaging options. Amazon introduced its Frustration-Free Packaging in November 2008 and the growing selection of its Frustration-Free products, along with the packaging feedback tool, can be found at www.amazon.com/frustration-free.

Amazon customers can also provide feedback on both Amazon’s and manufacturers’ packaging and also rate the ease with which they can open manufacturers’ original packaging. Since these features launched in March, tens of thousands of customers have provided valuable feedback.