Amazon Top 100 Toys List Revealed

Holiday sales predictions are in and, according to a report from Retail Dive, e-commerce growth is expected to usurp even more share of total retail sales during the fourth quarter. Online retail sales are projected to increase by nearly 16% year-over-year, with total U.S. holiday sales slated to increase by about 4%. Given these notable figures, you should be sure to have your inventory position, regardless of the fulfillment method, optimized as soon as possible.

Starting the week of Black Friday, Amazon will release new deals every hour. In addition to these featured deals, the company typically offers “Countdown to Black Friday” deals beginning on November 1. Prior to Q4, the company also released their top choices of toys and games that will likely be immensely popular this holiday season. The list was specifically curated by members of Amazon’s toys and games team, influencers, and kids and parents who were consulted by Amazon.

Of the list, Amazon commented that “We’ve been tracking all of the latest products and trends to ensure customers have the toys and games they are looking for this gift-giving season.” The list includes a diverse array of items in a variety of categories. The company is also expected to create a paper copy of the toy list to be mailed out to U.S. households and handed out at Whole Foods locations. Following the liquidation of the Toys R Us retailer chain, competition for the children toys and games market has significantly increased by e-commerce retailers such as Amazon and Walmart.

Below are some of the top product categories and item examples from the Top 100 Toys List for 2018:

1. STEM Items

STEM, which stands for Science, Technology, Engineering, and Math, toys remain immensely popular this year. The toys encourage children to develop skills in these four core disciplines. Examples from this year’s list include a Harry Potter coding kit and an Avengers inventor kit.  

2. A Spin on Classics

Age-old brands such as Barbie, LEGO, Nerf, and Hot Wheels are constantly rolling out new product editions and series of their classic products that remain timeless for children of all ages and interests. Examples include LEGO’s Harry Potter Hogwarts building kit and a Barbie care clinic vehicle.

3. Family Game Night Items

Family fun games are a key part of the 2018 Top 100 Toys List, with a trend for this holiday season being games that are silly and far-fetched, such as two in particular called Chow Crown or What’s That Smell?

For retailers who sell action figures, arts and crafts, building toys, stuffed animals, sports and outdoor toys, or costumes, in addition to the items below, capturing the attention of these children and those gifting to them is pivotal this holiday season. You can capitalize on these products by participating in select Amazon promotions and Lightning Deals and implementing a strategic advertising plan. You can view the complete list here.