In reply to john arran:
I ordered a pair of new bicycle tyres from an online retailer, once. They delivered them in a cardboard box that was in perfect condition upon arrival... and stuffed with bubble wrap... obviously to protect the bike tyres from knocks.
Also, Amazon's "frustration free" packaging is basically a myth. It is available for such a small number of products, I think I've had the option to select it a maximum of once. Ever. It's a good idea, though. I think a tonne of products could quite adequately be shipped in nondescript, plain and easy to open cardboard.