Product packaging is often ridiculous. We all know this. That’s why Amazon introduced Frustration free packaging two years ago. Sadly, only 600 of the millions of products available on Amazon.com have been modified to reflect the simpler packaging needs of online customers.

Why is this? We know that customers love it. When manufacturers switch to more streamlined wrappers their products get a 73% reduction in negative feedback. Amazon is trying to take this message directly to product manufacturers. For instance, Philips recently saw success with downsized packaging for its Essence toothbrush and plans to “expand frustration-free packaging options with Amazon.”

They may have taken the first steps in Frustration-Free Packaging last November, but now Amazon is ready for the next phase. I think we can all appreciate this one. Most of us are tired of struggling with the packaging that our gadgets come enshrined in.

Amazon is making good on their promise to kill clamshell plastic cases and other annoyances. With partners like Fisher-Price, Mattel, Microsoft and Transcend, Amazon has now announced that Kingston is also getting behind the initiative. David Sun, co-founder and chief operating officer of Kingston is also pointing out the eco-friendly benefits of the decision. Awesome news.