Lighter load: Laundry detergents shrink for Amazon

This Thursday, Dec. 13, 2018, photo shows Seventh Generation laundry detergent in New York. Laundry detergent bottles are heavy, bright-colored and de

This Thursday, Dec. 13, 2018, photo shows Seventh Generation laundry detergent in New York. Laundry detergent bottles are heavy, bright-colored and de

NEW YORK (AP) — Amazon's rise is forcing laundry detergents to shrink.

Soap makers Tide and Seventh Generation have introduced redesigned laundry detergents that are several pounds lighter by cutting down on plastic in their packaging and using less water in their formulas. They're making the changes to please Amazon and other online stores: Lighter packaging means retailers will pay less to ship the detergent to shopper's doorsteps, making each sale more profitable.

For consumers, the new packaging has been designed to better survive shipping without leaking. The challenge, however, is getting online shoppers to buy detergent that looks nothing like the heavy bottles they are used to.