Raise your bleeding hand if you`ve ever been cut while trying to open new electronics, or have wanted to throw a new product across the room.

This frustration has a name: wrap rage.

In a letter to customers on Amazon.com's home page Monday, Chief Executive Jeff Bezos announced his company's newest initiative to tackle the problem.

``Wrap rage describes the frustration we humans feel when trying to free a product from a nearly impenetrable package,`` Bezos said.

Amazon`s multiyear initiative is called ``frustration-free packaging.`` It kicks clamshell cases and plastic-coated wire ties to the curb and replaces them with smaller, recyclable cardboard boxes.

``It will take many years, but our vision is to offer our entire catalog of products in Frustration-Free Packaging,`` Bezos said.

The company said it is working with manufacturers and rolling out simplified packaging with its 19 best-selling items from Fisher-Price, Mat- tel, Microsoft Corp. and electronics manufacturer Transcend Information Inc.