I am wondering the same thing, but in my experience if the package is sold by amazon it comes in an brown box. You can mark it as a "gift" but don't need to gift wrap it. When I do this, the contents of the box are not written on the outside.
I am unsure what happens if you do not mark it as a gift. If it is sold by someone other than amazon, it is up to that store whether the package is discrete or not.
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