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Amazon does not want to sell your C.R.A.P.

The e-commerce giant, and e-commerce as a whole, Cannot Realize A Profit on low-priced items shipped alone, which necessitates changes in the way a number of brands sell on the platform.

E-Pack
E-Pack

Take Prime Pantry, a marketplace for consumables. There is a flat fee for Prime members to add goods to a box—currently about eight dollars or free with an additional Prime Pantry membership. A single item is too expensive to ship, and hence the C.R.A.P. designation from Amazon. Either multiple units or a variety of separate items make the cost of distribution more attractive as each additional item bears some of the shipping cost.

These bundles shipments present problems. How do you make sure the soda doesn’t crush the chips? In a new study, “E-Commerce Packaging: Think Inside The Box,” from PMMI Business Intelligence, 75% of the CPGs responding are worried about bundled shipments of unlike products.

Right now, most CPG companies are at the stage where they are “putting a band-aid” on current packaging just to get product out the door, said Brent Lindberg, a designer whose firm, Fuseneo, works with Amazon.

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