Toys have always been a popular category on Amazon. According to a June report by Statista, the global toy and game market is projected to reach $382.47 billion in revenue in 2021. From 2022 to 2026, the market is expected to maintain a high growth rate of 6.9% per year.
So, how can Amazon sellers strategically and compliantly position themselves in the toy market across the three major platforms of Amazon: US, Europe, and Japan? Here’s a detailed breakdown, along with more insights into the 2023 Amazon product selection strategy and tactics.
I. Overview of Overseas Toy Markets
The toy market encompasses a diverse range of product categories, including children’s toys, adult entertainment, and traditional games. Dolls, plush toys, board games, and building sets are popular choices across different age groups.
In 2021, toys entered the top 10 categories for global online sales. The US toy market experienced consistent growth, with sales projected to exceed $74 billion in 2022. Online retail sales of toys in Japan are estimated to reach $13.8 billion in 2021.
2023 Amazon Product Selection Strategy
As of 2020, Amazon has over 200 million Prime members globally, growing at an approximate compound rate of 30% annually. The number of Amazon Prime users in the US continues to rise, with over 60% of the population having a Prime membership in 2021.
2023 Amazon Product Selection Strategy
Analyzing the US toy retail market over the past three years reveals that offline toy channels were severely impacted during the height of the pandemic. With increased time spent at home, toy sales experienced a sharp rise, achieving consistent growth for three consecutive years. Notably, sales grew by 13% year-on-year in 2021, driven by factors such as government subsidies and child tax policies.
2023 Amazon Product Selection Strategy
Trends in the Toy Category:
Imagination and Creativity: From role-playing to creative building and programming toys, products that inspire imagination and creativity provide a unique play experience and enhance parent-child interaction.
Eternal Kids: Adolescents and adults are becoming important target demographics in the toy industry. Collectibles, action figures, plush toys, and building sets have dedicated fan bases.
Social and Environmental Awareness: Many brands are using eco-friendly materials to manufacture toys, aligning with sustainable development goals.
Multi-Channel and Business Models: In 2021, LEGO held its first online virtual shopping festival, while YouTube influencers contributed over $300 million through unboxing videos.
Stress Relief: Games, puzzles, and portable family-friendly toys provided imaginative escapes during times of limited travel due to the pandemic.
II. Recommendations for Toy Selection on the US Platform
Party Supplies: These products have strong seasonality, with peak demand during November and December, especially during Black Friday, Cyber Monday, and the Christmas period.
2023 Amazon Product Selection Strategy
Consumer Focus for Party Supplies:
Eco-friendly and biodegradable materials.
Attractive appearance and cost-effectiveness.
Easy assembly, durability, and resistance to damage.
Noise level, portability, reusability, and versatility.
Safety, appropriate wind strength, and ease of control.
Outdoor Sports Toys: Strongly seasonal, with increased attention during the summer months.
Consumer Focus for Outdoor Sports Toys:
A. Plastic Toys:
Easy assembly, safety, sturdiness, and non-toxic materials.
Detachable parts, spare parts, and captivating design.
User-friendly and conducive to parent-child play.
Battery and other compatible features requiring clear instructions.
B. Water Play Toys:
Packaging quantity and product size specifications.
Non-toxic safety, sturdiness, and resistance to leaks.
Inclusion of an air pump (ensure quality assurance).
Ball anti-slip design tailored to target age groups.
C. Rotating Swings:
Net seat size, maximum load, suitable age range, and capacity.
Installation, safety guidelines, and appropriate installation locations.
Material, safety, main connecting components, ergonomic design.
Suitable scenarios and leisure applications (outdoor games, picnics, backyard fun).
D. Play Tents:
Play tent size, color, weight (lightweight materials), fabric material, non-toxic, odorless, and free from harmful substances.
Enclosed design, window count, private space for children, promoting independence.
Internal structure, pocket quantity, size for storage of toys, books, or snacks.
Main accessories and installation process (safety, convenience), packaging contents.
Building and Construction Toys: Beware of Copyright Infringement
2023 Amazon Product Selection Strategy
Consumer Focus for Building and Construction Toys:
Particle quantity, size, functionality, recommended assembly instructions (avoid missing pieces).
Safety, eco-friendliness, polished components without sharp edges, durability, shatter resistance.
Age appropriateness clearly indicated.
Portability, ease of carrying, and storage.
Unique designs, puzzle-solving functions, igniting imagination, creativity, and hands-on skills. Be cautious of copyright infringement.
Collectible Models – Toy Collectibles
2023 Amazon Product Selection Strategy
Consumer Focus for Collectible Models:
Early cultural promotion before peripheral products, fan-financed, high loyalty.
Collectible enthusiasts, primarily adults, scrutinize packaging, painting, accessory quality, and customer experience.
Limited editions and scarcity.
Innovative original IP design capabilities; well-known IP collaborations require local sales authorization.
Hobbies – Remote Control
2023 Amazon Product Selection Strategy
Consumer Focus for Hobby Toys:
Voice interaction, app connectivity, programming settings, ease of use, and application scenarios.
Battery life, remote control distance, accessory strength, and durability.
Realistic vehicle control (steering, throttle, speed change), responsive, metal components for enhanced strength, support for high-speed multiple terrains and extended use.
High module precision, disassembly, and replacement of parts, comprehensive after-sales service.
Educational Exploration – Educational Toys
2023 Amazon Product Selection Strategy
Consumer Focus for Educational Toys:
Safe and eco-friendly materials, no sharp edges. Components and connections firm, resistant to damage and falling, child-friendly safety.
Touch sensitivity, interactive methods, educational and learning functions.
Stimulating children’s color and sound cognition, motor skills, logic, and creativity.
Pre-School Toys for Infants and Toddlers
2023 Amazon Product Selection Strategy
Consumer Focus for Pre-School Toys:
Easy installation and use, presence of battery accessories.
Safety, eco-friendly materials, adjustable wheels, sufficient weight for balance.
Interactive features such as music, light effects, customizable, meeting parental needs.
Detachable components to prevent loss or damage, provide excellent after-sales service.
Plush Toys
A. Basic Models
2023 Amazon Product Selection Strategy
Consumer Focus for Basic Plush Toys:
Plush toy size and weight, suitable placement.
Soft, comfortable touch, machine washable.
Interactive features (battery type), interaction menu, refer to the user manual.
Plush material safe, eco-friendly, anti-static, easy maintenance, no shedding; compliance with local plush toy safety regulations.
Suitable for specific age groups.
B. Interactive Plush Toys
Consumer Focus for Interactive Plush Toys:
Product and accessory quantity, menu function introduction.
Interactive gameplay, instructions, and videos.
Gift attributes, gift packaging.
Education and learning functions.
Suitable for specific age groups.
Recommendations:
Showcase product functionality through videos and A+ content.
Safety reminders highlighted in descriptions or images.
Regularly monitor customer reviews.
III. Toy Category Recommendations for the European Platform
Family-Friendly Puzzle Games
2023 Amazon Product Selection Strategy
Consumer Focus for Family-Friendly Puzzle Games:
Suitable for family play, primarily targeting children.
Quick learning curve for children and teenagers.
Balanced participation from all players.
Fast-paced gameplay with strong appeal.
Fun and interactive gameplay for family members.
Pre-School Toys for Infants and Toddlers
Continued Surges in Sales for Three Consecutive Years! How Can Amazon Sellers Seize the Multi-Billion Toy Market?
Consumer Focus for Pre-School Toys:
Safe materials.
Cognitive skill development, creativity, and curiosity stimulation.
Focus on developing manual dexterity and hand-eye coordination.
Easy to use with parent-child interactive gameplay.
Outdoor Sports Toys
2023 Amazon Product Selection Strategy
Consumer Focus for Outdoor Sports Toys:
Safety, eco-friendly materials, polished components, no sharp edges, durability, shatter resistance.
Clearly indicated age appropriateness.
Portable, easy to carry, and store.
Unique design, educational features, stimulate imagination, creativity, and hands-on skills. Avoid infringement.
IV. Toy Category Recommendations for the Japanese Platform
Basic Toys
2023 Amazon Product Selection Strategy
Consumer Focus for Basic Toys:
Safe and eco-friendly materials, no sharp edges. Components and connections firm, resistant to damage and falling, child-friendly safety.
Touch sensitivity, interactive methods, education and learning functions.
Puzzles, entertainment, piquing curiosity.
Easy to store, spacious when unfolded, compact when folded.
Seasonal and Comprehensive Toys
Consumer Focus for Seasonal and Comprehensive Toys:
Safe and eco-friendly materials, no sharp edges. Components and connections firm, resistant to damage and falling.
Clearly indicated age appropriateness.
Easy to store, easy to clean.
V. Toy Category Compliance and Certification
Operating toy sellers must adhere to local safety and certification requirements and comply with Amazon’s category listing standards.
2023 Amazon Product Selection Strategy
Documents required for toy category audit include but are not limited to:
Store basic information and contact details.
List of products applied for sale (ASIN List) and product links.
Invoices.
Six-sided images of products (with certification markings, safety warnings, manufacturer’s name, etc. as required by local regulations), packaging images, instruction manuals, etc.
Product certification and testing reports.
Declaration of Conformity for Europe.
Please note that this translation is provided for reference purposes and may need further editing for context and clarity.
Post time: Aug-15-2023