Abstract: A water heater is protectively packaged for shipment and handling by respectively inserting upper and lower end portions thereof in recesses in facing padded sides of upper and lower end assemblies having, on their opposite sides, spaced pluralities of parallel support rail members. The water heater and associated end assemblies are enclosed within a cardboard box having a vertical side wall portion spaced horizontally outwardly from the water heater, and vertically elongated reinforcing members extend along interior corner portions of the box between the upper and lower end assemblies and form therewith a vertical load path facilitating the stacking of water heaters packaged in this manner.