but as larry david could tell you --the challenge of getting it out of the package is enough to curb anyone's enthusiasm. >> reporter: a common christmas complaint the struggle to unwrap a simple toy. 57 minutes. really? these days it seems things aren't just packaged, they're child proofed. you need a set of ginsu knives to open any of these packages. forget about scissors. you need to have scissors to get them open. >> we received 3.8 million customer contacts telling us that they experienced an issue with the packaging. >> reporter: the world's largest online retailer is putting pressure on manufactures, enrolling big companies like fisher-price, mattel, and proctor and gamble in a program. frustration free packaging. the program includes 80,000 different products. 12 million of the items amazon hopes to ship this year.