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Amazon's Frustration-Free Packaging Program Expands with Dozens of New Toys from Top Brands

Fisher-Price and Mattel Add New Ready-to-Play Toys; Other Top Brands Join Effort to Eliminate Packaging Frustration and Offer More Environmentally Friendly Packaging Options

SEATTLE--(BUSINESS WIRE)--Oct. 1, 2009--, Inc. (NASDAQ:AMZN) today announced the addition of new toys to its Frustration-Free Packaging lineup (, giving customers a broader selection of easy-to-open toys in time for the winter holidays. Fisher-Price and Mattel, two of the first brands to join Amazon’s Frustration-Free Packaging program, together have added 10 top new toys, including the popular Matchbox® Mega Rig® Pirates Ship, Little Mommy® Walk & Giggle™ doll and Fisher-Price GeoTrax® Timbertown Railway™ track set.

"We know that when a child gets a new toy, all they want to do is rip right through the package to start playing immediately," said Matt Petersen, vice president of package design at Mattel. "Having this type of ready-to-play experience from the moment you open the box is very powerful. We’ve also been able to actively explore not only how to make packaging more consumer friendly, but also to be mindful of impacts to the environment."

In addition to the new lineup from Mattel and Fisher-Price, several other top toy manufacturers have joined the initiative, including LeapFrog, Melissa & Doug, Sprig, V Tech and Wild Planet.

“Packaging frustration is real – we hear about it from customers all the time,” said Sarah Wood, director of the Toys & Games Store. “Birthday parties and holidays should be as stress-free as possible for parents. Amazon Frustration-Free Packaging helps by eliminating issues some parents have with freeing toys from clamshells, wire ties and and other packaging components. The Amazon Frustration-Free versions are ready to play right out of the box, which is a great thing for parents and kids.”

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

Amazon customers can also provide feedback on both Amazon’s and manufacturers’ packaging. For example, customers can rate Amazon’s packaging on a four-point scale ranging from “too small” to “way too big”; this information is then used to improve the way Amazon ships products to customers. Customers can also rate the ease with which they can open manufacturers’ original packaging, ranging from “very difficult” to “very easy.” Since these features launched in March, tens of thousands of customers have provided valuable feedback.

About, Inc. (NASDAQ:AMZN), a Fortune 500 company based in Seattle, opened on the World Wide Web in July 1995 and today offers Earth's Biggest Selection., Inc. seeks to be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices. and other sellers offer millions of unique new, refurbished and used items in categories such as Books; Movies, Music & Games; Digital Downloads; Electronics & Computers; Home & Garden; Toys, Kids & Baby; Grocery; Apparel; Shoes & Jewelry; Health & Beauty; Sports & Outdoors; and Tools, Auto & Industrial.

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Forward-Looking Statements

This announcement contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934. Actual results may differ significantly from management's expectations. These forward-looking statements involve risks and uncertainties that include, among others, risks related to competition, management of growth, new products, services and technologies, potential fluctuations in operating results, international expansion, outcomes of legal proceedings and claims, fulfillment center optimization, seasonality, commercial agreements, acquisitions and strategic transactions, foreign exchange rates, system interruption, inventory, government regulation and taxation, payments and fraud. More information about factors that potentially could affect's financial results is included in's filings with the Securities and Exchange Commission, including its most recent Annual Report on Form 10-K and subsequent filings.

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