Good for Amazon
Kudos to Amazon for taking the first step in reducing the amount of packaging waste they produce. They introduced a concept called "Frustration Free Packaging." Essentially, instead of shipping it in the normal box with plastic window and all of the company's pretty pictures, they now just ship it in a self-contained brown box. Thus instead of trying to include it in a bigger (possibly not correctly shaped box) with packing material, they can just ship direct. They only have it right now for a handful of toys, a specific type of mouse, and a few memory cards. However, I hope this takes off quickly. If not for this holiday season, definitely for next.