What is a Frustration Free Packaging – Complete BBP Guide

James Clark June 12, 2023

Have you ever faced a situation of fighting with a package to open it containing daily life products that waste too much time and energy? It is disgusting to receive a product in oversized packaging that you order online. With the rise of the e-commerce industry, frustration free packaging is becoming more popular. If you are selling products online, you must remember this frustration. 

How To Get Frustration-Free Packaging?

You can get frustration free packaging in two ways:

  • Using the Amazon program to reduce excess packaging waste
  • Packaging that is specially designed to be simple to open, usable, reusable, and dispose of.

Amazon’s Frustration-Free Packaging

Amazon has been encouraging sellers since 2019 with its frustration free packaging program. After fulfilling the criteria, companies can send their products to Amazon customers with minimal packaging. 

The purpose of this program is to send packaging from its system without any additional packaging. Also, it is easy to open and ensures sustainable packaging and recyclable materials.   

Frustration-Free in Design

A good design makes the packaging safe and secure, easy to open, reusable, and dispose of. In contrast, packaging with poor design, also known as wrap rage, is hard to open.  

Designing Good Packaging Prevents Frustration

Your packaging design should be good enough to make your customers happy.

An e-commerce package with a peel-and-seal strip is an example of this type of packaging.

Easy to close and easy to open, this simple adhesive strip makes closing and opening the box a breeze. You can open it by pulling the small red tab.

Due to the frequency of returns, many e-commerce brands are implementing postal boxes with two-peel-and-seal strips.

A defective or unwanted item can be returned using the second strip to reseal the box.

Opening Isn’t the Only Thing That’s Frustration-Free

It’s about more than how easy it is to open that makes frustration-free packaging. Besides the factors mentioned above, other factors are just as important.

Even with its frustration free packaging program, Amazon is still known for sending products in hilariously oversized boxes that contain large amounts of void filler.

A customer’s frustration over disposing of such careless packaging materials only adds to their frustration.

It is also important to have packaging materials. It is easy to show that you care about the environment using recyclable packaging materials such as cardboard.

Packaging your products in plastic or other non-recyclable materials will damage your reputation with customers.

Ways to Reduce Wrap Rage

To help you create less wasteful but also easier packaging, here are a few tips:

Choose Easy-to-Open Packaging

After you finish designing your packaging, open it and dispose of it without using any other tools like scissors or knives.

Pass the Letterbox Test

It is a frustrating situation for customers to wait for the second delivery attempt. So, make suitable packaging that fits through a mailbox or door letterbox. 

Less is more

If you use to fill the space in your packaging with fillers, then your packaging is too big. 

Also, if you cannot make a small size box, you can add an insert and make your packaging made from a single material.

Explain the process

Rather than redesign your packaging from scratch, use the empty space on the outside of your packaging to tell your customers how to open it. 


Packaging is your first impression to your customers. Customers first touch the packaging, not the product. It is necessary to ensure that your packaging is frustration free for your customers. 

You can take a look at customizable packaging supplies by BBP. Our packaging experts are available to assist you in designing unique packaging for your brand’s success. 

James Clark

James is a senior editor, expert in the packaging industry. With a keen eye for detail and industry expertise, he crafts engaging narratives that explore the latest trends and innovations in packaging design and sustainability.


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