Embracing Amazon's new standard: Ships in Product Packaging (SIPP)

2024-06-28 –

What does SIPP mean for brand owners?

Understanding SIPP
Ships in Product Packaging (SIPP) is a new standard introduced by Amazon. Formerly known as SIOC-ready packaging (Ships in Own Container), it aims to reduce packaging waste and improve the customer experience by delivering products in their own packaging without an additional outer box.

Regulating waste
Moving towards SIPP reflects a broader regulatory trend for packaging waste reduction. The Packaging and Packaging Waste Regulation (PPWR) requires companies to take responsibility for the environmental impact of their packaging. Shipping in original product packaging helps brand owners to comply with regulations by reducing waste.

Efficient packaging size
The PPWR describes the ratio of unused space inside packaging to the total packaging volume as the Empty Space Ratio (ESR). From January 2030, the ESR must be under 50%. Sales packaging that doubles as the shipping box with no need for additional packaging is exempted from the ESR requirement.

Suitability for SIPP
To determine whether your products could be SIPP, consider:

1. Current packaging: must be robust enough to protect the product during shipping without additional materials.
2. Size and weight: Very small or heavy products might need extra packaging just to ensure safe and efficient handling.
3. Brand presentation: Product packaging still needs to maintain your brand’s image and reputation after being shipped.

When product ships in its original packaging, pack design plays a more prominent role in the unboxing experience.

How to define the right solution
Product protection and safe transport are our top priorities when optimising packaging volume; not every product will be suitable for SIPP.

To optimise packaging, it is worth first comparing the proportion of purchases made in store and online. Flexible sleeves/inserts could help one modular packaging concept to fulfil the needs of both channels.


Intelligent design can eliminate double packaging and filler materials. This corrugated blank is cleverly folded to protect the cup, so it can be shipped safely in just its sales packaging.


Glass manufacturer Libbey had two priorities for its new e-commerce packaging: to protect its fragile products and to reduce the number of packaging types needed to deliver such a broad range.

Utilising just 3 outer boxes with a choice of 4 inserts, our mono-material corrugated cardboard solution enables 55 different types of glasses to be sent safely to customers. Dramatically reducing the number of pack types saves Libbey both time and cost in production, while the intelligent inserts provide flexible yet effective protection for the contents. This carton is also perfect for car-rying products shoppers have bought in store.


Bosch Power Tools differentiate its packaging by channel. In addition to the packaging for the retail trade, Bosch Power Tools supplements the packaging line for measuring instruments with a logistic-optimised solution.

One product, two packages: the advantage of channel differentiation is that it allows packaging to be tailored precisely to the demands of each sales channel. The Retail packaging makes a strong visual impact on shelf, using colourful branding and imagery, providing the shopper with all the information they might need to make a purchase decision. On the other hand, e-commerce packaging is about efficient logistics: ideally, robust packaging that is ready to ship with no additional outer. Online packaging can also do away with unnecessary retail extras such as tabs or holes for hanging on Eurohooks.