Analyze, measure and enhance products’ positioning, pricing and performance


Optimize your outcomes at scale with data-driven retail media and content services


Uplevel your organization and get expert guidance on next best actions


Tune in to hear what’s relevant in eCommerce today for the world’s biggest brands.

Listen now →
Sign up for our newsletter | Subscribe →

Learn more about Profitero

We give you powerful visibility into your data and guidance to grow your sales faster.


Toys eCommerce Intelligence: Toys & Games Holiday Insights

December 22, 2014
Written By

Following on from the recent launch of Profitero’s new Amazon FastMovers reports, and coinciding with the final days of the key holiday shopping period, Profitero looks at the Toys & Games category on Amazon US and Amazon UK to benchmark high-performing products during November 2014.

In each country, Amazon updates its 100 best-selling products in each category hourly. The Amazon FastMovers reports are the result of Profitero’s analysis of more than 4.9 million products in the US and 2.1 million products in the UK, monitored daily and analyzed monthly.

In this latest blog, we look at the Toys & Games category on Amazon US and Amazon UK to determine the best performing products during November 2014.

  1. Toys & Games ranked 4 of 35 in the US, 6 of 32 in the UK among top-level categories in terms of Prime Eligibility

In the US, 95% of the November 2014 FastMovers 100 in the Toys & Games category were Prime-eligible, compared to 62% among all top-level categories in the US.

In the UK, 76% of FastMovers 100 products in the Toys & Games category were Prime eligible, with 51% average Prime Eligibility among all top-level categories.

Source: Profitero

Source: Profitero

Clearly, expectations for Prime-eligibility in the Toys & Games category are nearly as high as any other in both geographies.


  1. In both the US and UK, the top 3 brands in Toys & Games are LEGO, Disney Frozen and Hasbro

LEGO was the best-represented toy brand on the November 2014 FastMovers 100 lists in both the US and UK, accounting for 19 of the FastMovers 100 in the US and 14 of the FastMovers 100 in the UK.

US FastMovers 100 LEGO Products, November 2014

Source: Profitero

Disney’s Frozen franchise was the second most popular “brand” on the FastMovers 100 lists—suggesting that a full year after the film’s original theatrical release, shoppers in both geographies just can’t let it go.

In the US, 12 products in the FastMovers 100 list were Disney Frozen branded or themed. In the UK, 16 of the FastMovers 100 list were associated with Frozen.

US FastMovers 100 Disney Frozen Products, November 2014

Source: Profitero

(Note: Profitero’s reports pull directly from product pages, which often list franchises like Frozen as “brands.”)

In decidedly less family-friendly territory, Cards Against Humanity was number 1 on the FastMover 100 in both the US and UK.

In fact, there were 6 products in the US, 2 products in the UK on the FastMovers 100 referencing “Cards Against Humanity” in the product name.


  1. 27 of the Toys & Games FastMovers 100 in the US and 43 in the UK were “New Arrivals” in November 2014.

During this key seasonal selling period, both the US and UK lists saw considerable numbers of “new arrivals” — products appearing on the FastMovers ranking for the first time in November 2014.

With 27 new arrivals in the US and 43 in the UK, Toys & Games ranked amongst the categories with the highest ratio of new : incumbent products on the FastMovers lists.

Within the new arrivals, LEGO products made up 7 of the 27 new products in the US and 8 of the 43 new products in the UK.

Source: Profitero

Source: Profitero

Look out for further Toys eCommerce Intelligence on Amazon US and UK, along with analysis of additional product categories, in our December FastMover reports which will be released in mid-January 2015.

Request FastMovers Report


About Profitero’s Amazon FastMovers Reports

In each country, Amazon updates its 100 best-selling products in each category hourly.

Profitero monitors these best seller lists in the US (more than 4.9 million products) and the UK (more than 2.1 million products) daily and analyzes products’ performance monthly to produce a cumulative ranking of best-selling products. We release these FastMovers reports monthly for the following categories:

  • Baby
  • Beauty
  • Chocolate
  • Electronics
  • Grocery & Gourmet Food
  • Health & Personal Care
  • Office Products
  • Toys & Games
  • Prime Pantry (Amazon US only)
  • Pet Food
  • Watches
  • Clothing

Use the Amazon FastMovers reports to:

  • Identify strong-selling new products in your category, including launches from competitors
  • Benchmark high-performing products’ pricing, pack configuration, ratings & reviews, and other attributes
  • Gauge the importance of participating in Amazon programs such as Subscribe & Save and Prime Pantry

Disclaimer: Amazon FastMovers reports are an independent publication of Profitero and have not been authorized, sponsored, or otherwise approved by Amazon. All trademarks, service marks, trade names, trade dress, product names and logos appearing in these reports are the property of their respective owners. Profitero does not endorse consumer products, and product mentions in the FastMovers reports cannot be construed as an endorsement or recommendation.

View all posts
Do Not Sell My Personal Information