What horrible, wasteful and space-inefficient packaging!
Also, amiibo will be confusing as fuck to the end consumer. They are already people out there who are confused about the Smash Bros. integration, and think that you'll need to buy a character's figure to unlock it in the game. Since it's exactly how Skylanders and Disney Infinity worked, it's not a farfetched misconception.
Good luck marketing this stuff Nintendo, you already have troubles making people understand that the Wii U is not just a Gamepad addon to the Wii, I can't see how you can possibly not fuckup this as well.