Amazon rolls out automated custom packaging and labelling across Europe to slash waste

EUROPE – Amazon is ramping up its efforts to reduce packaging waste by introducing automated, custom-fit packaging and labelling systems across its European fulfilment network.

The move aims to minimize material use, streamline shipping, and shrink the environmental footprint of e-commerce operations.

Starting in 2025, more than 70 automated machines will be deployed in fulfilment centres across the UK, Germany, France, Italy, and Spain, with additional European countries expected to follow by 2027.

Some of this technology has already undergone trials in German and UK facilities.

The new systems include retrofitted machines that measure a product’s dimensions using sensors and seal it into a made-to-measure paper bag.

These paper bags are designed to be durable, weather-resistant, recyclable, and up to 90% lighter than equivalent cardboard boxes.

By eliminating the need for padding and right-sizing packages, Amazon expects to cut over 26 grams of packaging per shipment on average.

For heavier or fragile items, another automated system generates a custom-sized cardboard box using similar sensing technology.

The process helps reduce unnecessary packaging and applies shipping labels directly, readying parcels for immediate dispatch.

A standout among the new technologies is the Universal Robotic Labeller, a high-speed labelling system capable of affixing labels up to 75% smaller than standard versions.

It can apply labels to boxes, paper bags, or directly onto irregularly shaped products. Notably, it supports Amazon’s Ships in Product Packaging programme, which allows certain items to be sent without additional Amazon-branded packaging.

By adopting these solutions, Amazon aims to improve delivery efficiency and reduce vehicle emissions by maximizing space in delivery vans and minimizing waste at the customer’s end.

“In order to reduce waste, we need to reduce packaging,” said Pat Lindner, VP of Mechatronics and Sustainable Packaging at Amazon.

“We use machine learning and automation to create packaging that’s made to fit, reducing excess materials while making sure the product remains protected. This investment is a significant step forward in reducing the environmental impact of deliveries for our European customers.”

Amazon reports that around 50% of its European shipments already arrive without a box—using only paper bags, cardboard envelopes, or product-only packaging.

The company also claims a 43% reduction in average packaging weight per shipment, eliminating over 3 million metric tons of packaging material to date.

This latest automation push is part of Amazon’s broader sustainability strategy, aligning with growing pressure from consumers and regulators to reduce plastic use and excess packaging in online retail.

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