It’s Time to Prepare for Amazon’s FFP Requirements
Amazon is now sharpening the focus on ‘frustration free packaging’ (FFP), a concept that was first introduced as early as 2008.
The goal is to reduce waste and delight customers with easy-to-open, 100% recyclable packaging.
If you buy products in stores, you are familiar with clear plastic, clamshell packaging. Most toy and consumer electronic manufactures use it. It’s indestructible, and frustrating. Consumers hate it.
The clamshell was invented in the 1980 to help retailers combat shoplifting. The packaging is often too bulky to hide in clothing. And without a sharp knife, it’s almost impossible to get the product free. Meanwhile, clamshells are especially useful for display. The clear plastic allows the entire product to be shown. The downfall is clamshell packaging is expensive, bulky to ship and hard to recycle.
Amazon is focused on packaging because it’s a key competitive advantage. Its products ship directly to customers from giant warehouses. Shoplifting and product display are insignificant. Pushing manufacturers away from clamshells means more products per wholesale crate. It generates less waste and makes customers happier.
This means that the design of the packaging can be focused on function — keeping the product safe during shipping and easy to open — without negatively affecting product sales.
Seller Benefits
Complying with Amazon Frustration Free Packaging requirements will help you rise to the top of the search results on their website. Amazon will list FFP-certified vendors more prominently than the competition. Eligible products will get their own listings with the separate corresponding ASINs. This exclusivity gives your products an edge over the competition and the Buy Box. These listings will sport the frustration free packaging logo, which also helps increase conversions as customers recognize the option and prefer your product. Customer feedback is also positively impacted by the frustration free experience.
Joining the Frustration Free Packaging Program
Frustration free packaging is available to manufacturers, distributors and authorized sellers. If you want to get certified as a manufacturer, you need to coordinate with Amazon. The marketplace has strict guidelines for frustration free packaging and your products will have to be reviewed and tested. As a distributor or seller, you will need specific permission from the manufacturer to sell these ASINs. Then Amazon will review the documentation and the packaging of the items you are selling.
Here are the recommended steps:
- Test your Packaging
Use the ISTA 6-Amazon.com test method before applying.
- Enroll
Fill out the form and confirm that you have followed all the packaging guidelines and will only sell new items. Upload the required documents, images (showing the seal and the barcode), and relevant online proof (links to authorized reseller web pages).
- Get Certified
Wait for confirmation that Amazon is ready to receive your item for testing. Ship the item to the Amazon Packaging Certification Lab. You can also use an ISTA certified lab. Check that the lab results comply with Amazon’s packaging guidelines. If yes, you can launch your product on the FFP storefront.
Approval normally takes about two months initially. After the first product, you should have the process down and it should be easier and faster for succeeding products.
As a seller, you can also design your own frustration free packaging, provided that you follow Amazon’s guidelines. You must still, however, have the brand owner’s permission and make sure to coordinate with Amazon to facilitate your enrollment in the program.
Sources: Forbes.com, Salesbacker.com, AMZadvisers.com
