Cracking the Amazon Code: Can You Design a superior e-commerce Bottle?
A large consumer packaged goods (CPG) company, and partner of HeroX and yet2, seeks an innovative solution for the design of large size detergent liquid packaging sold through E-Commerce (ecomm) retail channels. Current packaging is optimized for “brick and mortar” channels. Can you create a leak-resistant, damage-resistant solution that meets Amazon's strict SIPP* and PFP* standards? Your innovation should propose a packaging “system” that can pass Amazon SIPP* and PFP* distribution protocols without leakage or excessive damage to the packaging. (*More information on Amazon SIPP and PFP available in the challenge resources, here.)
The company welcomes packaging experts, designers, equipment manufacturers, corrugated manufacturers, other secondary packaging players, e-commerce consumers, entrepreneurs, sealing and materials experts, researchers, scientists, students, and anyone eager to contribute, to jump into this challenge and create a solution.
To register for the challenge, click the “SOLVE THIS CHALLENGE” button above.
The Problem -- Unified Packaging for e-commerce & Retail
Ecomm is the fastest growing retail channel for the company (and for most CPG companies). A package design that meets Amazon requirements will be applied to millions of packaging units in many regions globally.
Having separate designs/manufacturing systems for ecomm and for bricks-and-mortar would be highly inefficient, requiring enough extra investment that the company would be forced to offer fewer, less attractive, more expensive options to consumers.
Why Does this Problem Exist?
Ecomm distribution requirements are more stringent than those that support traditional bricks-and-mortar channels. The company has sought solutions through several other means and is excited to see if a solver community can generate innovative new approaches.
The Challenge Breakthrough
As retail channels expand and change, CPG companies need to update their approaches to the market. Packaging upgrades are needed to support participation in ecomm channels and most importantly, redesign of these large bottles is needed to meet the Amazon SIPP* and PFP* protocols is necessary to participate in these channels.
Several additional elements are also of importance to the company. This redesign must simultaneously address 4 other business imperatives, prioritized as follows:
Some estimates have ecomm CPG channels growing almost 12% annually through 2030. This is based on several drivers such as the convenience of online shopping and advancements in logistics and supply chain management.
Reports indicate that a considerable percentage of online shoppers have received damaged items. In fact, some reports show that 60% of online shoppers in the US have received damaged goods in the past 12 months.
It can safely be said that everyone has dealt with the hassle of having to return something they ordered online because it arrived damaged. Meeting the Amazon standards is just one part of addressing this challenge. Consider the irritation of having to clean up the mess from a damaged bottle of liquid detergent and the added frustration of laundry piling up while you wait for replacement detergent.
It is difficult to identify the exact amount of waste that results from damaged online purchases, but returns of online purchases, including those due to damage, contribute significantly to waste in the form of packaging, transportation and potential disposal of the damaged items.
The Bottom Line: The prevalence of damaged goods in e-commerce is not just a packaging problem; it's a consumer experience crisis and a sustainability challenge. Solving this issue is essential for the continued growth and responsible evolution of online retail.
The company seeks your most innovative packaging concepts and demonstration of how the concepts meet the Amazon requirements while allowing the same package to be used in both ecomm and brick-and-mortar channels.
The liquid packaging design should be convenient for consumers and similar to current standard large detergent packages on the market today. Packaging solutions should focus on 100oz-175oz bottles made from HDPE. Solutions that are compatible with standard large bottle manufacturing and filling equipment are preferred. Novel solutions that use other commercially available materials and formats are of interest. Materials must be non-hazardous and recyclable through US/Canadian recycling facilities.
Secondary “case” packaging can be used as part of the overall design to solve the leakage/damage problem (i.e., the company is very open to any secondary packaging design/characteristics/creativity that helps the primary package achieve the Amazon protocols). However, there is one related caveat - automation will be a key requirement even for hybrid secondary/primary proposals.
When you're ready to submit, you will provide a 2-page detailed description of your solution, describing how you meet all of the evaluation criteria. You are required to upload non AI-generated drawings/images of your solution and can also upload CAD and technical drawings. You will provide a list of materials used in your solution and describe why your solution is innovative.
*For more information on the Amazon standards, see the Resources tab.
The Challenge offers up to $30,000 USD in prize money.
One winner will receive $15,000.
A runner up will receive $10,000.
Two or more optional awards of approximately $1,000–$2,000 each will be offered to recognize standout submissions in specific categories, even if they do not fully meet all primary evaluation criteria. Winners of the top prizes are also eligible for these categorical awards. Categories may include creativity, sustainability, adaptability, consumer-friendliness, or cross-channel versatility.
Launch/Open to submissions: March 25, 2025 9AM EDT
Submission deadline: May 29, 2025 @ 11:59pm EDT
Judging: May 30 to Jun 25, 2025
Winners Announced: Jun 26, 2025
Section | Description | Overall Weight |
Damage mitigation | Is the concept likely to meet the Amazon SIPP* and PFP* distribution protocols without leakage or excessive damage to the packaging | Pass/Fail |
Unified Packaging Solution | How well on a scale of 1-30 did the solver demonstrate that their package design can be used for both e-commerce and bricks-and-mortar channels | 30 |
Minimal capital equipment changes | How well does this submission convey likelihood of at-scale compatibility with standard existing machinery, filling and manufacturing processes; and thus minimization of capital expenditure | 30 |
Consumer-centric design | How well does the design deliver ease of use and familiar/intuitive functionality | 25 |
Adaptability | How well does the system enable flexible changes in container sizes and types to accommodate evolving market needs and product variations | 15 |
How do I win?
To be eligible for an award, your proposal must, at minimum:
Satisfy the Judging Scorecard requirements
Thoughtfully address the Submission Form questions
Be scored higher than your competitors!
As well:
Participation Eligibility:
The challenge is open to all adult individuals, private teams, public teams, and collegiate teams. Teams may originate from any country. Submissions must be made in English. All challenge-related communication will be in English.
No specific qualifications or expertise in the field of packaging is required. Prize organizers encourage outside individuals and non-expert teams to compete and propose new solutions.
To be eligible to compete, you must comply with all the terms of the challenge as defined in the Challenge-Specific Agreement
Registration and Submissions:
Submissions must be made online (only), via upload to the HeroX.com website, on or before 11:59pm ET on May 29th, 2025. All submissions must be made in the format prescribed in the HeroX platform's submission form. No late submissions will be accepted.
Intellectual Property Rights:
Please review the Challenge Specific Agreement linked HERE for Intellectual Property Details.
Selection of Winners:
Based on the winning criteria, prizes will be awarded per the Judging Criteria section above. In the case of a tie, the winner(s) will be selected based on the highest votes from the Judges.
In the case of no winner, the challenge sponsor reserves the right to withhold the Prize amount.
Judging Panel:
The determination of the winners will be made by a group of people including packaging industry subject matter experts.
Additional Information
By participating in the challenge, each competitor agrees to submit only their original idea. Any indication of "copying" amongst competitors is grounds for disqualification.
All applications will go through a process of due diligence; any application found to be misrepresentative, plagiarized, or sharing an idea that is not their own will be automatically disqualified.
All ineligible applicants will be automatically removed from the competition with no recourse or reimbursement.
No purchase or payment of any kind is necessary to enter or win the competition.
Void wherever restricted or prohibited by law.
