"Wrap rage is real," said Dr. Nadia Shouraboura, vice president of Global Fulfillment for Amazon. "We launched packaging feedback and we were surprised by the customer participation and response world-wide. Our customers told us they want packaging that is easier to open, and is free of wire ties and impenetrable plastic clamshells."

"We are launching the certification program to share customer feedback with manufacturers and provide an easy way for manufacturers to modify their packaging to make it Frustration-Free. We want to give customers the best possible experience from the time the order is placed, to when they remove the items from the packaging."

Manufacturers that want to get their packaging Certified Frustration-Free can submit their packaging to Amazon’s team of engineers for free. The team will analyze the packaging and determine if it needs modifications. Manufacturers that become certified can then use the "Certified Frustration-Free" logo on their packaging.

Amazon said it has extended its Frustration-Free Packaging certification program to Germany, France, Japan and the United Kingdom.

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Now the company has added two new features allowing customers to provide feedback on both Amazon’s and manufacturer’s packaging. Customers can now rate Amazon’s packaging on a four-point scale ranging from "too small" to "way too big."

The information is then used to improve the way Amazon ships products to customers. Customers can also rate how easy it is to open the manufacturer’s original packaging, ranging from "very difficult" to "very easy."

Amazon has also introduced the next phase of its Frustration-Free Packaging initiative, and offers items from electronics manufacturers Kingston and Monster in easy-to-open, environmentally friendly packaging.

"Kingston strives to be as eco-friendly as possible and we’re proud to be a part of Amazon’s Frustration-Free Packaging efforts," said David Sun, co-founder and chief operating officer, Kingston.

"The majority of Kingston memory products that are sold on Amazon.com come in easy-open, recyclable cases that are just slightly larger than the products themselves, and we’ve even reduced the size of the product guide to fit this smaller package."

The online retailer is focusing on two types of packaging, those enclosed in hard plastic cases known as "clamshells" and those secured with plastic-coated wire ties, used in toy packaging.

Amazon calls the imitative "Frustration -Free Packaging" which is being launched in the U.S. with 19 major manufacturers including Fischer-Price, Mattel, Microsoft and electronics manufacturer Transcend. The project will expand to Amazon’s international locations beginning in 2009.

"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 Jeff Bezos, founder and CEO of Amazon.com.

"It will take many years, but our vision is to offer our entire catalog of products in Frustration-Free Packaging. We’d like to thank Fisher-Price, Mattel, Microsoft and Transcend for working with us in this effort – we truly appreciate it."

One of the first products to be shipped with Frustration-Free Packaging is the Fisher-Price Imaginext Adventures Pirate Ship, which is now delivered in a recyclable cardboard box. Amazon says the new packaging eliminates 36 inches of plastic-coated wire ties, 1,576.5 square inches of printed corrugated package inserts and 36.1 square inches of printed folding carton materials.

Working with Transcend, Amazon will no longer ship memory cards in oversized plastic clamshells but will instead ship the cards inside cardboard envelopes which use less material.

For the entire list of Frustration-Free products click here.