As Lanx said, Amazon as a whole has publicly stated they're trying to be environmentally conscious / cut shipping costs by trying to reduce the amount (and cost) of packaging materials orders go out in, or remove them altogether as SIOCs. This does seem like a major initiative of theirs - I was in a corporate building of theirs a couple weeks back, and that Amazon shipped Z% of their packages as SIOCs last year was a major news blurb playing in their elevators; I've been in their Fulfillment Centers and watched their employees drop packages X total times from Y total angles and heights to declare a given item safe to SIOC. But that testing only cares the actual item survives, not the packaging, though I thought they had system flags to mark the packaging itself need to survive as well (though who knows if that gets set for every item of a given category by default). Third parties / Amazon can also mark items as fragile, which puts them in extra packaging, but again, that is probably referring more to the end user item, not the packaging.
Actually Xarpolis, you said paper bag - do you mean paper bag with some level of bubble wrap inside? That is a step up from the simple off-white plastic wrapper many items would ship in, depending on if you're NA or EU.
In any case, I thought in the order form Amazon had options for 'This item is a gift' and possibly still 'This item is private'; I would highly encourage you to use them anytime you care about the packaging itself.