• Frustration-Free Packaging makes it easier for customers to liberate products from their packages and is more environmentally friendly due to less packaging material
• Long term goal of the initiative is to provide Amazon’s entire catalogue of products in Frustration-Free
• All AmazonBasics products, the private-label consumer electronics range, will come in Frustration-Free Packaging
• Customers can now provide feedback on both Amazon’s and manufacturer’s packaging

Luxembourg, November 3, 2009 - Amazon today announces the launch of Frustration-Free Packaging in the UK. 34 products on Amazon.co.uk are available in Frustration-Free Packaging which is designed to make it easier for customers to liberate products from their packages. The company successfully launched the multi-year Frustration-Free Packaging initiative on Amazon.com in November 2008.

"I think we’ve all experienced the frustration that sometimes occurs when you try to get a new toy or electronics product out of its package," said Brian McBride, Managing Director of Amazon.co.uk Ltd. "And we’re happy to announce that manufacturers have already joined us on our mission to provide customers with hassle free, environmentally friendly packaging."

In addition to making packages easier to open, a major goal of the Frustration-Free Packaging initiative is to be more environmentally friendly by using less packaging material.

One of the first products to launch with Frustration-Free Packaging in the UK is the Silverlit PicooZ Extreme which is now delivered in an easy-to-open, recyclable cardboard box. The shipping container has been reduced in volume by 4,055.31 cm3 and the new packaging saves 45g of printed corrugated package inserts and 40g of plastic display film.

All AmazonBasics products, Amazon’s private-label collection of consumer electronics, support Amazon Frustration-Free Packaging. AmazonBasics products are available now for pre-order and include blank media, audio video and PC cables.

Small items, such as memory cards, are also good candidates for Frustration-Free Packaging. Typically encased in oversized plastic clamshells to deter shoplifting, memory cards are then placed inside larger cardboard boxes for shipment to customers. Working with Hama, Amazon has eliminated the hard-to-open clamshell and the need for an additional box. Instead, the cards will now ship inside recyclable cardboard envelopes which use less material.

"Hama is an innovative and eco-friendly company – so we did not hesitate for one minute when Amazon approached us with its Frustration-Free Packaging efforts", said Christoph Thomas, General Manager, Hama GmbH & Co KG. “We have started with 14 products, including some from our partner SanDisk, and are planning to offer an even greater selection of products in Frustration-Free Packaging – easy-open, recyclable cases which are freed of all excess packaging materials to reduce waste.”

Customers can order select items from Silverlit and Hama in the new Frustration-Free Packaging for immediate delivery. The current collection of Frustration-Free products can be purchased at www.amazon.co.uk/frustration-free

For all these products, Amazon customers can choose the traditional packaging or Frustration-Free. The product is exactly the same – Amazon has just worked with manufacturers to streamline the packaging.

Amazon.com started the Frustration-Free Packaging programme in the USA in November 2008 with 19 bestselling products from leading manufacturers and currently features a growing list of products which can be viewed at www.amazon.com/frustration-free. Amazon’s long term plan is to provide the entire catalogue of products in Frustration-Free Packaging.

Amazon has also introduced two new features on its sites that enable customers to provide feedback on both Amazon.co.uk’s and the manufacturer’s packaging. For example, customers can now rate Amazon.co.uk’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.co.uk ships products to customers. Customers can also rate the ease with which they can open the manufacturer’s original packaging, ranging from "very difficult" to "very easy". Thus customers provide valuable input to improve both Amazon’s and manufacturers’ packaging.

Frustration-free packaging initiatives have also been launched on Amazon.de and Amazon.fr.

For further information please contact the Amazon.co.uk press office on 020 8636 9280.

About Amazon.co.uk
Amazon.co.uk opened its virtual doors in October 1998 and strives to be the world’s most customer-centric company, where people can find and discover anything they might want to buy online, and endeavours to offer its customers the lowest possible prices. Amazon.co.uk and other sellers offer millions of unique new, refurbished and used items in categories such as books, movies, music, MP3, PC and video games, software, electronics and photo, home and garden, toys and games, baby, shoes, jewellery and watches, health and beauty, DIY and tools, clothing, office and sports and leisure.

Amazon.co.uk is a trading name for Amazon EU S.a.r.l, Amazon Services Europe S.a.r.l and Amazon Media EU S.a.r.l. All three are wholly owned subsidiaries of global online retailer Amazon.com, Inc (NASDAQ:AMZN), located in Seattle, Washington

Amazon and its affiliates operate websites, including www.amazon.com, www.amazon.co.uk, www.amazon.de, www.amazon.co.jp, www.amazon.fr, www.amazon.ca and www.amazon.cn.

As used herein, "Amazon.com," "we," "our" and similar terms include Amazon.com, Inc., and its subsidiaries, unless the context indicates otherwise.

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 Amazon.com's financial results is included in Amazon.com's filings with the Securities and Exchange Commission, including its most recent Annual Report on Form 10-K and subsequent filings.