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Online retailer Amazon has partnered with leading brands on its Frustration-Free Packaging initiative which aims to eliminate difficult-to-open and over-packaged products.

The company has worked with Fisher Price, Mattel, Microsoft and electronics manufacturer Transcend to pack 19 of their bestselling products in easier to open and streamlined packaging.

"I think we've all experienced the frustration that sometimes occurs when you try to get a new toy or electronics product out of its package," said Jeff Bezos, founder and chief executive of Amazon.com.

"It will take many years, but our vision is to offer our entire catalogue of products in Frustration-Free Packaging."

The Fisher Price Imaginext Adventure Pirate Ship will now be delivered in a recyclable cardboard box, eliminating wire ties and corrugated inserts from the pack.

Memory cards are another item that will be moved from difficult to open clam shell packs to recyclable cardboard envelopes.

Amazon has launched the scheme in the US and it plans to expand the project in 2009.