End user filled protective packaging with self-sealing air bubbles includes a first bubble layer, a second bubble layer and a air channel layer. The first and second bubble layers are sealed together to form a plurality of bubble chambers. A plurality of bubble cells are formed in each bubble chamber by extending a plurality of air flow sealing lines. An air flow channel is formed between the second bubble layer and the air channel layer. One end of a cross air fill passage communicates with the air flow channel and the other end communicates with a fill opening in the second bubble layer. Air flows into each cross air flow passage and through the fill opening to inflate the bubble chamber. Inflation of the bubble chamber causes the plurality of air flow sealing lines to seal the cross air fill passage and prevent deflation of the bubble chamber.