The new kindle box is nothing like the original! The box is very “green” as it not only contains the box but it is its shipping container. Simple instructions are printed on recycled cardstock (one long piece, folded, not cut), and the startup instructions are imprinted on the screen in e-Ink with a protective, clear covering, not wasting any ink or paper. The cord is also enclosed with the same, recycled cardstock, not plastic. My only gripe in packaging is that the container could have been just a bit smaller, though not much. Overall, the Kindle packaging is an A+!