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Retailers Varying Prices for Top Christmas Toys by More Than 70 Percent

November 4, 2016
Jannie Cahill
Written By
Jannie Cahill

In the run-up to Christmas, Amazon and Tesco are offering the UK’s best-selling toys online cheaper than rival eCommerce sites, according to independent research from global eCommerce analytics firm Profitero.

Over the last month, a basket of the best-selling toys is on average 15% cheaper at Amazon – and 8% cheaper at – than online at Toys R Us, where the price of one best-selling toy is more than 70% higher than at Amazon.


The Profitero analysis measures the price of the best-selling toys on Amazon and compares them with the price of the same products online at Tesco, Argos and Toys R Us. Many of the best sellers are available on all four sites and these products make up the basket for the analysis.  The basket bought on Amazon is 8% cheaper than the average price among all four retailers; the same basket bought from Toys R Us is 7% more expensive.

The price of some products can vary enormously between online retailers.  The analysis shows that one of the top toys, Finding Dory My Friend Dory, is on average 74% more expensive online at ToysRUs (£49.99) than on Amazon (£28.77).

Profitero UK strategy & insights director Andrew Pearl explains: “As Christmas approaches, we’re coming in to the most important buying season for toys.  It’s vital for brands and retailers to closely monitor their performance on the digital shelf to remain competitive.  Savvy shoppers are increasingly researching products online to choose the best deals.”

Amazon’s Top Toys for Christmas 2016 – Prices Across Retailers

Amazon’s Top Toys for Christmas 2016

Average Price




Toys R Us

Furby Connect £71.85 £71.11 £73.32 £71.31 £71.65
CHiP the Robot Dog £199.82 £199.51 NA £199.95 £199.99
Finding Dory My Friend Dory £38.69 £28.77 £38.49 £37.49 £49.99
LEGO Nexo Knights General Magmar Siege Machine of Doom Set £28.60 £26.69 £29.50 £27.90 £30.32
FurReal Friends Torch My Blazin’ Dragon   £77.82 £69.98 £81.31 £76.02 £83.99
Nerf Modulus Tri-Strike Blaster Toy £42.69 £35.98 £44.99 £50.14 £39.66
VTech Kidi Super Star  £44.56  £43.32 £44.99 £39.95 £49.99

Source:,,, Toys included in Amazon’s Top Toys for Christmas Average Price: September 27, October 21, November 1, 2016

Star Ratings

The analysis also shows how varied the star ratings given by shoppers can be for the same product on different sites. 

Star ratings and product reviews are a key driver of sales, explains Andrew Pearl; “Three-in-four online shoppers read a product review prior to making a purchase.  Higher numbers of reviews and better quality star ratings do therefore lead to greater sales. Many brands are responding to this through sampling campaigns and promotions which help to drive positive shopper engagement. What’s more, many shoppers will only purchase from online retailers that provide star ratings and product reviews.”

Amazon’s Top Toys for Christmas 2016 – Ratings Across Retailers

Amazon’s Top Toys for Christmas 2016 Average Rate Amazon Argos Tesco Toys R Us
Furby Connect 4.8 4.4 5.0 NA 5.0
CHiP the Robot Dog 3.6 3.6 NA NA NA
Finding Dory My Friend Dory 4.5 NA 4.5 NA NA 
LEGO Nexo Knights General Magmar Siege Machine of Doom set 4.9 4.9 4.5 5.0 5.0
FurReal Friends Torch My Blazin’ Dragon 4.6 3.7 5.0 5.0 NA
Nerf Modulus Tri-Strike Blaster Toy 4.7 4.9 4.5 NA NA
VTech Kidi Super Star 4.6 4.9 4.7 4.3 NA

Source:,,, Toys included in Amazon’s Top Toys for Christmas, November 1, 2016

 Further insight into best-selling products online and predictions for the 2016 Christmas season are available at:


The four online retailers in the analysis were chosen because they all offer many of the top Amazon Toys for Christmas on their sites.

All product names, logos, and brands are property of their respective owners.

About Profitero

Profitero monitors what shoppers see and buy online, actively tracking more than 300 million products across 40 countries for global consumer brands and retailers. Real-time eCommerce analytics, insights and strategic recommendations pinpoint how to improve daily performance across your sales channels.

Our proprietary digital monitoring technology is uniquely combined with sales data, ensuring that you maintain or increase market share. Many of the world’s leading brand manufacturers and retailers work with us to measure and improve their eCommerce performance, including General Mills, L’Oreal, Beiersdorf, Sam’s Club, Morrisons, Waitrose, Ocado, and Delhaize.

For more information visit

More press information:

Neil Beston
+44 7770 644136

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