Cracking the Amazon Code: Can You Design a superior e-commerce Bottle?
A large consumer packaged goods (CPG) company, and partner of HeroX and yet2, seeks an innovative solution for the design of large size detergent liquid packaging sold through E-Commerce (ecomm) retail channels. Current packaging is optimized for “brick and mortar” channels. Can you create a leak-resistant, damage-resistant solution that meets Amazon’s strict SIPP* and PFP* standards? Your innovation should propose a packaging “system” that can pass Amazon SIPP* and PFP* distribution protocols without leakage or excessive damage to the packaging. (*More information on Amazon SIPP and PFP available in the challenge resources, here.)
The company welcomes packaging experts, designers, equipment manufacturers, corrugated manufacturers, other secondary packaging players, e-commerce consumers, entrepreneurs, sealing and materials experts, researchers, scientists, students, and anyone eager to contribute, to jump into this challenge and create a solution.
To register for the challenge, click the “SOLVE THIS CHALLENGE” button above.
The Problem — Unified Packaging for e-commerce & Retail
Ecomm is the fastest growing retail channel for the company (and for most CPG companies). A package design that meets Amazon requirements will be applied to millions of packaging units in many regions globally.
Having separate designs/manufacturing systems for ecomm and for bricks-and-mortar would be highly inefficient, requiring enough extra investment that the company would be forced to offer fewer, less attractive, more expensive options to consumers.
Why Does this Problem Exist?
Ecomm distribution requirements are more stringent than those that support traditional bricks-and-mortar channels. The company has sought solutions through several other means and is excited to see if a solver community can generate innovative new approaches.
The Challenge Breakthrough
As retail channels expand and change, CPG companies need to update their approaches to the market. Packaging upgrades are needed to support participation in ecomm channels and most importantly, redesign of these large bottles is needed to meet the Amazon SIPP* and PFP* protocols is necessary to participate in these channels.
Several additional elements are also of importance to the company. This redesign must simultaneously address 4 other business imperatives, prioritized as follows:
- Unified Packaging Solution: Develop a single packaging design that seamlessly integrates with both ecomm and brick-and-mortar distribution, eliminating the inefficiencies of separate solutions.
- Consumer-Centric Design: Ensure the redesigned packaging remains user-friendly, maintaining familiar and intuitive functionalities for consumers.
- Manufacturing Compatibility: Enable seamless integration with existing manufacturing equipment at scale, minimizing capital expenditure and disruption.
- Adaptability: Enable flexible adjustments to size and related packaging attributes to accommodate evolving market needs and product variations.
Background
Some estimates have ecomm CPG channels growing almost 12% annually through 2030. This is based on several drivers such as the convenience of online shopping and advancements in logistics and supply chain management.
Reports indicate that a considerable percentage of online shoppers have received damaged items. In fact, some reports show that 60% of online shoppers in the US have received damaged goods in the past 12 months.
It can safely be said that everyone has dealt with the hassle of having to return something they ordered online because it arrived damaged. Meeting the Amazon standards is just one part of addressing this challenge. Consider the irritation of having to clean up the mess from a damaged bottle of liquid detergent and the added frustration of laundry piling up while you wait for replacement detergent.
It is difficult to identify the exact amount of waste that results from damaged online purchases, but returns of online purchases, including those due to damage, contribute significantly to waste in the form of packaging, transportation and potential disposal of the damaged items.
The Bottom Line: The prevalence of damaged goods in e-commerce is not just a packaging problem; it’s a consumer experience crisis and a sustainability challenge. Solving this issue is essential for the continued growth and responsible evolution of online retail.
The Challenge
The company seeks your most innovative packaging concepts and demonstration of how the concepts meet the Amazon requirements while allowing the same package to be used in both ecomm and brick-and-mortar channels.
The liquid packaging design should be convenient for consumers and similar to current standard large detergent packages on the market today. Packaging solutions should focus on 100oz-175oz bottles made from HDPE. Solutions that are compatible with standard large bottle manufacturing and filling equipment are preferred. Novel solutions that use other commercially available materials and formats are of interest. Materials must be non-hazardous and recyclable through US/Canadian recycling facilities.
Secondary “case” packaging can be used as part of the overall design to solve the leakage/damage problem (i.e., the company is very open to any secondary packaging design/characteristics/creativity that helps the primary package achieve the Amazon protocols). However, there is one related caveat – automation will be a key requirement even for hybrid secondary/primary proposals.
When you’re ready to submit, you will provide a 2-page detailed description of your solution, describing how you meet all of the evaluation criteria. You are required to upload non AI-generated drawings/images of your solution and can also upload CAD and technical drawings. You will provide a list of materials used in your solution and describe why your solution is innovative.
Awards:-
The Challenge offers up to $30,000 USD in prize money.
One winner will receive $15,000.
A runner up will receive $10,000.
Two or more optional awards of approximately $1,000–$2,000 each will be offered to recognize standout submissions in specific categories, even if they do not fully meet all primary evaluation criteria. Winners of the top prizes are also eligible for these categorical awards. Categories may include creativity, sustainability, adaptability, consumer-friendliness, or cross-channel versatility.
Deadline:- 22-05-2025
