Toys are big business in the run-up to the holidays, second only to Clothing and Accessories when it comes to planned expenditure: Deloitte’s annual holiday survey shows that toys will account for 18 percent of shoppers’ total holiday allocation this year.
But while everyone’s talking about Fingerlings and Cozmo robots, our analysis reveals that more than half (58%) of the Top 100 best-selling Toys & Games on Amazon.com are actually priced below $20. And we see the same trend on Amazon UK, where 55% of best sellers are priced below £15.
Traditional games out-performing the category
We took a look at the best-selling products in the Toys & Games category on Amazon.com in the second half of November 2017 and found the average price of products to be $23.47 (7% higher than last year).
But if we break it down by price point, more than half of the best-selling toys are priced below $20, with perennial family favorites Hasbro Connect 4 and Jenga ranking at #3 and #6 respectively in the Best Seller Toys List – both priced below $10. (On Amazon UK, classic party game Twister is the 18th best-selling product in the Toys & Games category, with an average price of £10.08).
Within the $20-$50 price range, adult board games are leading the race, with What do you Meme and Cards Against Humanity both appearing at the top of the Best Seller Toys List on Amazon.com (ranking at #1 and #2 overall). However seasonal favourite Elf on the Shelf storybook and Classic Lego are also shown to be performing extremely well, ranking at #4 and #11 in the Best Seller Toys List – further proof that traditional toys and games are still firm favorites for parents and children alike.
Just 4% of best-selling toys are priced above $50
Cozmo, the tiny real-life robot, ranks as the highest best-selling item in the $50+ price tier (only 4% of best-selling products fall into this range) and it’s also the most expensive product in the Best Seller Toys List on Amazon.com, coming in at $163.82.
Described as one of this year’s hottest toys, customer reviews have also been a major factor in driving sales for the must-have robot. For the 2 weeks ending November 30, Cozmo ranks at #35 in the Best Seller Toy List on Amazon.com, with more than 1,200 reviews and a 4.3 star rating.
At the same point last year, the Cozmo robot had less than 300 reviews and a 3.9 star rating (ranking at #61 in the Best Seller Toys List) – underscoring why quality product reviews and a high star rating are critical drivers of conversion.
Subscribe to our free Amazon FastMovers reports to see how your products benchmark to the best sellers on average price, number of reviews and star rating.