Amazon’s automation drive: Transforming packaging for a sustainable future

The packaging industry is witnessing a significant shift as Amazon rolls out advanced automation across its European fulfilment centres. With a clear focus on reducing packaging waste and improving operational efficiency, Amazon’s latest initiatives offer valuable insights and inspiration for packaging professionals everywhere.

Automated, Made-to-Fit Packaging

Amazon is installing over 70 new automated packaging machines in fulfilment centres across the UK, Germany, France, Italy, and Spain, with more countries to follow. These machines are designed to create packaging that fits each product precisely, using sensors to measure dimensions and produce right-sized paper bags or cardboard boxes.

This approach eliminates unnecessary padding and excess material, with Amazon’s lightweight paper bags reportedly up to 90% lighter than traditional cardboard boxes of similar size. For heavier or fragile items, automated systems generate custom-sized cardboard boxes, ensuring protection while minimizing waste.

Smarter Labelling and Reduced Material Use

A key innovation is Amazon’s Universal Robotic Labeller, which applies labels up to 75% smaller than standard versions. This technology can label boxes, paper bags, or even products shipped in their own packaging, further reducing the need for additional materials.

By embracing made-to-fit packaging and smarter labelling, Amazon aims to cut packaging weight and volume, maximize delivery vehicle space, and lower emissions during transport. According to the company, these efforts have already reduced average packaging weight per shipment by 43%, saving over three million metric tons of packaging material.

Collaborative Innovation and Industry Partnerships

Amazon’s sustainability journey includes partnerships with leading packaging companies. For example, a collaboration with Mondi led to the development of a paper-padded envelope with a shock-absorbent lining, replacing plastic bubble wrap without compromising product protection. This innovation earned a Sustainability Award in the E-Commerce category.

The company has also introduced new packaging for its own-brand devices, such as Echo and Kindle, featuring more recycled fibre content, less ink, and tactile QR codes to assist visually impaired customers.