Six display images of Amazon's Top Holiday Toys for 2021

Selling Toys on Amazon: How the “Toys We Love” List Gives Brands a Boost

Ryan Faist

Ryan Faist, Channel Key

September 29, 2021

This blog was updated on March 8, 2024.

Selling toys on Amazon is big business. According to eMarketer, the Toys and Hobby category accounts for 8.3% of all U.S. Amazon retail ecommerce sales. Since the third-party marketplace is responsible the bulk of Amazon’s GMV, most toy sales come from brands and manufacturers. With more than 2.5 active sellers, the competition grows stronger by the day.

Chart showing Amazon sales by category,

However, there is one list that virtually guarantees success for a toy brand on the most powerful ecommerce platform in the U.S. Each year, Amazon compiles what it considers to be the hottest and most anticipated toys and games of the season. Typically released in late September, Amazon’s  Toys We Love list features hundreds of new toys and games for children of all ages and interests, including family-friendly products found exclusively at Amazon.

The Amazon Toys We Love list provides invaluable visibility for selected brands just in time for the holiday shopping season. Featured products receive powerful (and free) exposure from national media outlets that report on the annual list and often sell out long before Black Friday. Amazon distinguishes these items with a dedicated online store that provides easy navigation for customers with the following search filters:

  • 0-2 Years Old
  • 3-5 Years Old
  • 6-8 Years Old
  • 9-11 Years Old
  • 12 Years +
  • Action Toys & Vehicles
  • Arts & Crafts
  • Building Toys
  • Dolls
  • Games & Puzzles
  • Learning & Technology
  • Outdoor Sports & Ride-Ons
  • Plush
  • Preschool & Pretend Play

What You’ll Find on the Amazon Toys We Love List

Items from Amazon's 2023 Toys We Love List.

Last year’s Toys We Love list included iconic brands like Crayola, Disney, Fisher-Price, LEGO, Mattel, National Geographic, and Squishmallows, as well as unique offerings from small businesses like Magna-Tiles, Taco vs. Burrito, Thames and Kosmos, and Orijin Bees. To curate their recommendations, Amazon searched its vast selection of nearly 12 million toys and games in the Amazon U.S. store.

“What customers love about Amazon—convenience, value, and our wide selection—makes Amazon the ultimate shopping destination for holiday toys. Last year, more than 60 million U.S. customers shopped with us for toys during the holiday season, and we sold toys at a pace of more than 2,000 per minute,” said Anne Carrihill, Amazon’s director of toys and games. “The Amazon toys team serves a big, diverse group of customers, each one with a unique need. We created the 2023 Toys We Love list not just as toy enthusiasts, but also as parents, aunts, uncles, friends, and people who love to collect and play with toys ourselves. We never forget that our customers are hoping to share a little piece of holiday magic with each gift they buy.”

How Can Your Brand Get Featured On Amazon Toys We Love List?

Getting on Amazon’s Toys We Love list involves a combination of factors, including popularity, positive reviews, sales performance, and a little luck. While there is no sure way to get one of your products featured on Amazon’s coveted toys list, here are some key strategies you can use to increase your chances:

  • Quality Products: First and foremost, brands need to offer high-quality toys that resonate with customers. Products that are well-made, durable, and offer unique features are more likely to receive positive reviews and generate buzz.
  • Positive Reviews: Positive customer reviews play a significant role in determining a product’s visibility on Amazon. Encouraging satisfied customers to leave reviews and addressing any negative feedback promptly can help improve a product’s overall rating and increase its chances of being featured on the Toys We Love list.
  • Sales Performance: Products that sell well on Amazon are more likely to catch the attention of the platform’s algorithm and be considered for promotional features like the Toys We Love list. Brands can improve their sales performance by optimizing product listings, running targeted advertising campaigns, and leveraging Amazon’s fulfillment services to ensure fast and reliable shipping.
  • Strategic Partnerships: Some brands may have strategic partnerships with Amazon that give them access to additional promotional opportunities. Collaborating with Amazon on exclusive product launches, participating in marketing campaigns, or joining the Amazon Exclusives program can help increase a brand’s visibility and enhance its chances of being featured on curated lists like Toys We Love.
  • Seasonal Trends: Paying attention to seasonal trends and aligning product offerings with popular themes or holidays can also increase a brand’s chances of being featured on the Toys We Love list. For example, toys that tie into popular movies, TV shows, or cultural phenomena may receive extra attention during certain times of the year.

Overall, getting on Amazon’s Toys We Love list requires a combination of factors. By focusing on these areas and continually optimizing their approach, brands can improve their visibility and maximize their chances of being featured on curated lists like Toys We Love.

Channel Key Takeaway

Amazon’s 2024 Toys We Love list will likely be released in September. However, that doesn’t mean you should wait until autumn to begin ramping up marketing for your best-selling toys. Remember, customers shop for toys all year long – not just during the holiday shopping season. To help give your brand an advantage over the competition, please check out our list of the top Amazon shopping trends for toy brands.

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