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Since I don't know what the item is I could be wrong, but it's possible that it still could be a box that's good enough to protect the item in transit, just one that has some sort of information on it as to what the item is. This isn't an Amazon example, but when I bought the exclusive version of the Seaquestria playset from Walmart's website, they didn't like, pack it inside of their regular Walmart shipping boxes. It arrived in a Hasbro box, the type of box that you sometimes see in toy isles when stores are still unpacking what they received from the toy companies. It was still a box that's good to protect the item in transit, same thickness and all that as Walmart's (and Amazon's) own boxes, but since it was Hasbro's box, it had the name of the product written on it, and therefore reveals the contents. I think that's likely what this means. That the box it will ship in would be not Amazon's own box with their logo and all that, but rather the box from the manufacturer of the product (which I would think still would be thicker cardboard), that would likely have the name of the product on the box.So it should still be a shipping box, but more likely one from the product's manufacturer that would have the product's name on the box (which would be a problem if you're having it shipped to someone else as a surprise gift, but if it's just for yourself that shouldn't be a problem).
I chose this for a gift for my niece (a board game), not thinking much of it...until it arrived. It did come in an Amazon box, but it was a plain brown box with the board game name stamped on it Yeah, just what a 5yo wants to open for Christmas. I ended up having my husband print a color photo of the game and taped it to the box.
I've seen reviews of the Seaquestria Castle being sent like that. Haven't ordered it off Amazon myself so I'm not sure exactly what kind of box it was in, but apparently a plain cardboard one and not the type in the store. I think the plain cardboard box might be related to "hassle free packaging" but I don't know for sure.