State-of-the-art packaging technology minimizes packaging waste and resource consumption

Packaging is a double-edged sword in e-commerce: on the one hand, it has to reliably protect the contents, but on the other, it consumes resources, produces waste and causes CO₂ emissions. Amazon has now announced that it is rolling out advanced, automated packaging technologies on a large scale in its logistics centers. These machines are designed to produce packaging in real time - precisely tailored to the goods being shipped.

At the heart of the new approach is a set of three technologies designed to make the packaging process more intelligent and automated. Instead of standard cartons, customized packaging will come out of the machine in future – and in real time. The products are measured and the appropriate packaging material is cut and labeled directly.

This sounds like science fiction, but according to Amazon, it is already a reality in several European logistics centers. Over 70 machines are to be installed in Germany, France, the UK, Italy and Spain by the end of 2025. Further systems are to follow by 2027.

Customized cartons: Especially for sensitive or heavy items, the shipping carton is now created individually for each product – not too big, not too small. This saves space during transportation, reduces the empty volume and offers better protection.

Paper instead of plastic: paper bags are increasingly replacing plastic envelopes. The new machines produce protective packaging made of robust, weatherproof paper that is adapted to each product. The result: up to 90 % less weight compared to cardboard and over 26 g less packaging material per consignment.

Smaller labels, less packaging: A new labeling solution makes it possible to apply shipping labels directly to original packaging. The labels themselves are 75% smaller. In many cases, this means that additional Amazon packaging can be dispensed with.

According to Amazon, around every second shipment in Europe is already sent without a traditional cardboard box. The new technologies could further increase this proportion and thus support Amazon's sustainability goals. According to Amazon, the company has reduced the average packaging weight per shipment by over 40% since 2015.

Reducing the volume of packaging is also relevant further down the supply chain: Smaller, lighter packaging means more parcels per vehicle, fewer journeys and lower emissions. For a globally active company like Amazon, such efficiency gains are hard cash and a contribution to its own “Climate Pledge” strategy.

The direction is right: Automation, more sustainable materials and more individual packaging solutions with less material consumption are key issues that other retail companies should also address – especially in light of growing regulatory requirements and changing customer expectations.

However, it should not be forgotten that technology alone does not solve all challenges. Recyclability, recyclability and the reduction of disposable packaging remain key challenges – even for Amazon. For smaller retailers without the resources of a tech giant, there is also the question of how scalable such solutions are.

The new EU regulation on packaging and packaging waste (PPWR), which came into force on February 11, 2025, will apply from mid-2026. It affects all packaging on the EU market and aims to avoid packaging waste and reduce the use of primary raw materials. The regulations promote

• reuse,
• recyclability,
• use of recycled materials and the
• reduction of packaging materials,

to strengthen the circular economy and achieve climate neutrality by 2050. Among other things, this includes requirements for the reduction of certain single-use plastics, requirements for minimum proportions of recyclate by 2030 and 2040 and requirements for the design and composition of packaging. The regulation covers the entire life cycle of packaging – from production to disposal – and aims to significantly reduce environmental and health impacts.

The EU Packaging Regulation 2025 applies directly in all member states and – unlike the previous Packaging Directive 94/62/EC – does not have to be transposed into national law first.