Amazon's Vinyl Packaging

The Thought behind Our Packaging

The way we ship vinyl is based on direct customer feedback. Customers told us that we needed to work harder at protecting vinyl records during shipping. We analysed the customer feedback and designed a solution to provide improved protection of the vinyl as well as the sleeve, while continuing to offer streamlined, frustration-free packaging, to ship directly to the customer, and without an additional shipping box.

Response to our vinyl packaging has been overwhelmingly positive from customers and record labels alike. Here is some direct customer feedback:

“Much less waste than the last version, which was my chief complaint. Now there's just a little vinyl-sized piece of cardboard to throw out, instead of a large box as well…Seeing such a large company take the initiative in both making packaging less annoying and more environmentally friendly is amazing. Overall I am very happy with the new packaging, as it both protects the record and saves a lot of material in the process.” –Michael S., Amazon customer

“OH MY GOD! You guys listened! I received a perfectly packaged LP/record/vinyl from you yesterday. I am so very grateful to see your feedback process is functional and service oriented. You guys are awesome, somebody listened! Double boxed, and tight inner package. Perfect. Thank you so much for listening. I will be ordering more LPs from you with confidence.” –William B., Amazon customer

“The packaging is far better than most commercial vinyl packaging from companies which do not specialise in selling vinyl.” –Jim P., Amazon customer

Packaging Design & Adoption

Amazon developed initial designs and worked with several packaging companies to explore various directions. Multiple iterations/prototypes were created before successfully passing the ISTA 3A test standard. In the end, we finalised the design for production with Premier Packaging. We implemented a pilot program to gauge effectiveness of the new packaging, and once proven successful, the program was expanded to all Amazon’s UK Fulfilment Centres. Amazon’s frustration-free packaging for vinyl records increases the resistance to bending/warping by 700% compared to the record alone, and significantly decreases corner damage – during ISTA 3A testing, there was zero corner damage. The frustration-free packaging has received great customer feedback and a strong industry backing.

This new packaging can accommodate up to a double-disc vinyl record, and all single and double-disc records are put into them immediately upon receipt in our warehouses, ensuring that they remain safe and secure during their entire stay in our facilities. Albums with more than two discs will be carefully packaged in standard Amazon packaging. Please note, Amazon's new vinyl packaging is only used on records fulfilled by Amazon.co.uk.