Amazon Australia uses AI to cut delivery packaging

Amazon Australia has introduced an AI tool that decides whether products can be shipped in their original packaging without an added delivery box or bag. The system was first developed in Australia with support from local AWS teams.

The tool uses product data to assess whether extra delivery packaging is necessary, replacing much of the manual review previously used to determine whether items could be sent in their own retail packaging. The change enabled Amazon to add 12,000 products to the programme in one month, compared with nearly 18 months with manual testing.

That brings the total number of products in Australia eligible for shipment in their original packaging to more than 150,000, according to Amazon. The retailer says many of the millions of products it delivers each week can be sent safely without an additional outer box or bag, provided they pass testing designed to ensure they arrive undamaged.

Local rollout

The initiative is part of a broader effort to reduce packaging waste in Amazon's Australian operations. One in 10 orders shipped from an Amazon fulfilment centre in Australia is now delivered in its original packaging, and the number of orders sent to Australian customers with no added delivery packaging has more than tripled since 2021.

Amazon has also stopped packing products in single-use plastic delivery bags in Australia, with limited exceptions. Where packaging is still required, it uses options such as flexible paper bags, padded envelopes, paper dunnage, and water-activated tape, all of which can be placed in kerbside recycling bins.

Using machine learning to automate product assessment addresses one of the more labour-intensive parts of packaging reduction. Products have traditionally needed to be checked to determine whether their retail packaging is robust enough for transport through Amazon's logistics network, a process that can involve repeated handling and testing.

By shifting part of that evaluation to an AI-based model, Amazon is trying to scale the process more quickly across a much larger catalogue. It did not disclose which data points the tool analyses, but said it reviews information about each product before deciding whether an additional delivery box is needed.

Marketing push

Alongside the operational change, Amazon Australia has enlisted NFL player Jordan Mailata in a campaign focused on packaging reduction. The Sydney-born Super Bowl winner has been appointed Packaging Reduction Officer for social content tied to the launch.

Mailata linked the role to his playing position and to the need to balance protection with lower material use in deliveries. "The most sustainable packaging is no added packaging at all, but I know from experience, some things need extra protection to make it to the endzone. And that's where I step in. My role is to make sure Amazon can protect your package, so it comes to you in perfect condition, but using the least amount of delivery packaging needed."

He added that the campaign also reflects his concern about environmental impact. "While I'm used to life as a Left Tackle, it turns out I'm just as good at tackling packaging waste problems too. Like most Australians, I care about my impact on the environment and reducing waste. I hadn't realised how much work Amazon puts into making its delivery packaging more sustainable, so it's been awesome to join the team here and help shine a light on the progress they're making," said Mailata.

Customer attitudes are one factor behind the packaging changes, as retailers face growing pressure to cut excess materials in eCommerce deliveries. Packaging has become a visible issue for online sellers because outer boxes, void fill and plastic mailers are among the most immediate signs of waste for consumers receiving home deliveries.

Matt Benham, Country Manager, Amazon Australia, said the company was trying to remove packaging where possible and reduce it where it remained necessary. "We know our customers care about reducing waste, and so do we. That's why we're focused on eliminating delivery packaging where we can, reducing it where we can't, and improving recyclability across the board as we work to deliver what's best for customers and the planet."

"Jordan is the best Aussie there is when it comes to tackling problems and efficient protection on the field. He's proven just as capable in the warehouse as our Packaging Reduction Officer, showing how we deliver the right protection for every product using the least packaging possible," said Benham.

Globally, 50% of customer orders now ship with less packaging or no added packaging at all, according to Amazon. Since 2015, its packaging reduction efforts have helped avoid more than four million metric tonnes of packaging.