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The Boxelope, Amazon Lab126’s ambitious Kindle packaging redesign

Bold changes to its Paperwhite packaging returned the Kindle to an e-commerce-friendly primary packaging design, reducing costs and meeting sustainability goals along the way.

Amazon Lab126
Amazon Lab126

The first Kindle launched in November, 2007, and sold out in 5 ½ hours. There are now over 5 million eBooks available, and the Kindle is on its 10th generation.

According to Katie Exum and Gary Dong, Packaging Engineers at Amazon Lab126, Kindle packaging has evolved over the years, from retail-forward, to e-commerce-friendly, and back again.

Exum and Dong spoke at ISTA European Packaging Symposium in Amsterdam last week, providing a case study of the 2018 redesign. They said there were seven challenges presented to the new design: ability to fit mail slot delivery; more units per load; lower cost; less material; brand alignment; product protection; and, “customer delight.”

Because Amazon Lab126 was already starting out with what Exum and Dong referred to as a “robust product” that had withstood rigorous testing, the design team worked with the following three tenets: easy unboxing of primary packaging; a “less is more” philosophy; and, the use of paper-based packaging.

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