Amazon’s ISTA Approach Signals What It Expects from Brand Packaging

Amazon’s packaging programs have also evolved in how they are defined. Frustration-Free Packaging (FFP) gave way to Ships in Own Container (SIOC), and more recently to Ships in Product Packaging (SIPP).

According to Larson, the shift was driven in part by the need for clearer, more globally consistent terminology. SIPP more precisely describes the expectation that the product’s primary packaging will serve as its shipping container, without the need for an additional overbox.

That model is already central to AMXL operations, where overboxing is often impractical due to size and weight. But the next step may be formalizing certification requirements.

Amazon’s packaging programs have progressed from Frustration-Free Packaging (FFP) to Ships in Own Container (SIOC) and now Ships in Product Packaging (SIPP), reflecting a move toward clearer, globally consistent definitions.Amazon

Category-specific expectations

As Amazon expands its heavy and bulky assortment, a single testing approach is proving insufficient for all product types. The company has already introduced category-specific protocols for televisions and is evaluating similar approaches for other segments.

“I really feel that there’s a need… they’re more unique than the standard brown box,” Larson said.

Amazon has already taken that step in televisions (the so-called TV standard), where category-specific testing is required before products enter the network. Larson indicated that similar requirements are being evaluated for other high-impact XL categories. While large items already ship in their own packaging, formal certification—potentially aligned with Ships in Product Packaging (SIPP) programs used elsewhere in Amazon’s network—could follow.

In fact, during a Q&A session, Larson confirmed that certification requirements for certain XL categories, similar to those already in place in other parts of its network, are in AMXL's scope at the moment.

“We are looking into that and I’m pretty confident that some sort of requirement will come in time,” he said.

That shift points toward more tailored packaging validation, where performance criteria reflect the realities of specific product categories rather than a generalized distribution model.For oversized products, Amazon’s network relies on packaging designed to ship without an outer box, placing greater demands on durability, handling, and transit performance.Adobe Stock 1965960983

A broader view of the supply chain

Another area under evaluation is the portion of the supply chain that occurs before products reach Amazon’s facilities. Current testing largely validates performance from Amazon receipt through final delivery, leaving upstream transit less formally addressed.

“The test actually starts from our receipt of the product… we’re missing kind of a big chunk,” Larson said, referring to inbound transportation from manufacturing sites.

Future testing approaches may expand to account for that segment, potentially introducing new expectations for suppliers around packaging durability prior to fulfillment.

Packaging’s role in operational performance

Within Amazon’s broader operating model, packaging performance feeds directly into customer experience and operational efficiency. Larson described how effective packaging contributes to a reinforcing cycle: fewer damages lead to fewer returns, which reduces cost and supports consistent delivery outcomes.

“When we get it right… better packaging makes happier customers. Happier customers… buy more products,” he said.

In that context, packaging is closely tied to metrics such as returns, replacement logistics, and delivery reliability. These are factors that affect both Amazon and its suppliers.Amazon’s flywheel model connects customer experience, seller growth, and selection. Packaging performance—validated through testing—supports consistent delivery outcomes that feed into this cycle.Amazon

Ongoing standard development

Amazon continues to work with ISTA on updates to existing protocols and development of new ones, particularly as materials and handling conditions evolve. Recent changes, such as updates to overbox testing to reflect a shift from air pillows to paper dunnage, illustrate how testing standards are adjusted in response to operational changes.

The company is also investing in supplier-facing initiatives, including the Amazon Packaging Support and Supplier (APASS) network, aimed at sharing best practices and aligning vendors with current expectations.

For suppliers, the direction is consistent: packaging must be validated against real-world conditions, align with Amazon’s network requirements, and increasingly, meet defined certification criteria in key categories.