Packaging innovation - in design, process, functionality - was a strong theme at PACK EXPO International. Our coverage of the technologies drawing attention at the show continues...

Amazon.com‘s self proclaimed “Frustration-Free” packaging is a gratuitous swipe at packaging.

Rather than take the negative approach, we wonder why the initiative to eliminate packaging designed to merchandise products and prevent in-store shoplifting – something you obviously don’t need when your product arrives in a plain brown box with the mail – wasn’t called something positive. “Convenience packaging” or “Amazon Special Presentation Packaging” would work, wouldn’t they?

Forcing manufacturers to develop “branded class of trade”-specific packaging isn’t new. The big box retailers have been driving manufacturers nuts for some time with their demands for exclusive put ups, which certainly are not frustration free on the operations side of the packaging pipeline.

So, huzzah, Amazon, for making it a little easier for grandmas and grandpas to open the presents they’ll buy their grandkids at e-tail. But, let me ask you this: Would “Amazon Easy Access Packaging” have been that much tougher to promote?

Another PACK EXPO is behind us. It was a good one. Energy on the show floor was high. Attendance was good, and exhibitors reported quality leads. Despite the economy, it appears packagers are continuing to invest in their operations.

We've put together a report of show highlights and will continue our coverage of new product introductions in the days ahead.