Amazon is transforming its packaging strategy across Europe with the rollout of a new recyclable paper and cardboard custom-fit packaging system. This marks a significant milestone in the company’s sustainability efforts, aimed at reducing waste and cutting carbon emissions throughout its supply chain.

The technology, now being implemented at scale in European fulfillment centers, enables the production of boxes that precisely match the dimensions of the item being shipped. This eliminates the need for extra filler materials like bubble wrap, crumpled paper, or foam, significantly reducing resource use and overall package volume.

According to Amazon, customers in Europe will see a notable reduction in packaging sizes, which means less space is required for transportation and storage. The company states that this shift not only improves the customer experience but also directly supports its environmental goals, including reaching net-zero carbon emissions by 2040.

The custom-fit packaging system leverages algorithms and advanced equipment to analyze the size and shape of each product. Based on this, it produces a perfectly sized cardboard box for shipping. These packages remain 100% recyclable and can be disposed of alongside regular household paper waste.

“We are committed to delivering a more sustainable experience to our customers,” said Pat Lindner, Amazon’s Vice President of Mechatronics and Sustainable Packaging. “With custom-fit packaging, we can reduce waste and improve operational efficiency.”

This initiative follows years of criticism regarding Amazon’s use of excessive packaging. Environmental organizations and consumers alike have called on the e-commerce giant to cut down on disposable materials. In response, Amazon has been phasing out single-use plastics in several European markets and replacing them with recyclable alternatives.

Beyond the environmental advantages, Amazon also sees logistical and cost-saving benefits. Smaller package sizes allow for more deliveries per truck, lower fuel consumption, and streamlined operations in distribution centers. Additionally, the custom-fit system integrates seamlessly into automated packing lines, enhancing productivity.

Packaging industry experts view this as a key example of how innovation in packaging can align environmental responsibility with operational efficiency. The trend toward industrial-scale personalization using recyclable materials is gaining momentum among brands that want to minimize their environmental footprint while remaining competitive.

With this rollout, Amazon positions itself at the forefront of sustainable packaging solutions in Europe—setting an example that other e-commerce companies may soon follow.