Packaging doesn't just protect contents and indicate ingredients – it now talks like we're best friends. It’s friendly, cheery and even cheeky. But do we really want our food and beauty products to hit on us? What makes successful chatty packaging, and when do we want it to shut up?

Amazon is already the biggest online destination for shoppers looking to pick up a Sony media player, some Reebok trainers or whatever book takes their fancy. But the retailer wants to transcend its status as an online mall, and is now extending its private label range.

Food and drink brands are experimenting with multi-sensory experiences. Whether it's listening to music while you eat, or modifying the colour of packaging, there is a growing appreciation for the fact that sound and visuals can enhance the perceived taste of food.

It's sustainable. Many grocers have tried to solve the packaging waste problem, but Berlin-based supermarket Original Unverpackt thinks it has the answer. Replacing boxed or encased grocery items with bulk-bin style shopping, the supermarket is entirely packaging-free.