It is normal to observe wrinkles in your new rug upon unrolling. Rest assured it is easy to help your rug adjust and to get rid of these wrinkles. The best way to go about this is to roll the reverse side and wait a couple of days after opening, and it should flatten out. If possible, using a pad is also recommended. Also, putting weight on the places where the waves are would help flatten them out as well.
For more detailed instructions, please see the video below: