In the States, Amazon has announced the "next phase" of its "frustration-free packaging" initiative.
Kingston and Monster are now joining the Amazon scheme to offer easy-to-open, environmentally friendly packaging.
Consumers have also been able to rate and comment on both Amazon's and the manufacturer's packaging.
Amazon's packaging can be critiqued on whether it's "too small" or "way too big" (it's unclear if there's a "just right" option).
In addition, customers can also rate the manufacturer's packaging in terms of how easy it is to get into.
Fisher-Price, Mattel, Microsoft and Transcend were announced as partners when the scheme launched in November 2008.
The growing selection of Frustration-Free products can be found at www.amazon.com/frustration-free.