Amazon has unveiled a major update to the packaging of its devices, reinforcing its commitment to sustainability, accessibility, and exceptional customer experience. The new design, now being used across Kindle, Echo, and Fire TV products, focuses on reducing environmental impact while enhancing the unboxing experience.
A Packaging Experience Designed with Purpose
Amazon understands that packaging is the first physical touchpoint customers have with their products. With that in mind, the company has redesigned its device packaging to ensure that it protects the product, delivers a smooth unboxing experience, and is easy to recycle.
Key Improvements in the New Packaging:
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100% Recyclable Materials: As of 2023, 90% of Amazon devices launched in the U.S. use fully recyclable packaging.
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Plastic-Free Inside and Out: Traditional plastic wraps have been replaced with water-based coatings and recyclable paper wraps.
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More Sustainable Fibers: The new packaging contains, on average, 30% more recycled fiber and uses 98% wood fiber-based materials.
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Less Ink, No Bleaching: Amazon has reduced ink usage by 60% and eliminated bleaching, resulting in a natural kraft-brown design that increases recycled content and avoids harmful chemicals.
Smarter Logistics, Lower Carbon Footprint
The compact new packaging design also supports Amazon’s broader climate goals. By reducing the size and weight of packaging, Amazon can fit more units per pallet, favoring ocean shipping over air—cutting emissions by up to 95%.
Accessibility Comes First
Amazon is also enhancing accessibility by introducing tactile-marked QR codes on Quick Start Guides. These codes help visually impaired customers quickly access digital setup instructions and explore device features.
Wider Sustainability Efforts in Delivery Packaging
Beyond device packaging, Amazon continues to minimize waste across its logistics network. Since 2015, the company has cut packaging weight per shipment by 43% and eliminated over 3 million metric tons of packaging materials. In 2024 alone, Amazon removed nearly 15 billion plastic air pillows from its delivery packaging.
Now Available
The latest Kindle, Echo Show, and Fire TV devices are now available in the new sustainable packaging. Amazon plans to expand this design across its entire device portfolio worldwide.