The packaging of the EU version is a clear downgrade to the boxes of the last two games.
https://www.youtube.com/watch?v=ryruDlk9cUg
Instead of a real chest with a lid, it's one of those sturdier cardboard boxes that open from the side. Comparable to the Imperial Editon from Elder Scrolls Online.
Here's how the boxes of the last two games looked:
https://www.youtube.com/watch?v=nRx6Bwnp4t4
The US version comes with a different sleeve. The cardboard box is the same as the previous US versions: thin cardboard box that can be opened at the top. Still cheaper and not as stable as the Eu version.
https://www.youtube.com/watch?v=rx8oLS3kUoA