Just in time for the gift-giving season, the world’s largest online retailer, Amazon.com continues to promote it’s Frustration-Free Packaging initiative. This initiative is a five-year effort to not only make products easier to open, but to create sustainable and recyclable packaging. In a 2008 letter written to customers, Amazon founder and CEO, Jeff Bezos describes “wrap rage” as the frustration we feel when trying to free a product from a nearly impenetrable package. And we’ve all experienced it – from cutting through thick plastic and scraping our fingers against sharp edges, to pulling packaging apart with all our might, the process of opening up a present has become a chore.