China Toy Fair


Amazon Continues to Grow Its Influence in the Toys Category

By Jason Caine, Director for Compete, a Kantar Media company

The toy industry was a big online winner during the last two weeks of November, which included Black Friday and Cyber Monday. Nearly 24 million consumers shopped online for toys during the time period, an 18 percent increase over the same time period last year, according to market share data released by Kantar Compete.

Amazon’s holiday performance suggests that manufacturers need to shift their focus from thinking of the online retailer as an emerging channel to one that could be an important revenue driver in the next few years. One in four consumers considered a toy product on Amazon.com during the start of the holiday season.

Amazon chart1ToysRUs.com appears to be the retailer most impacted by Amazon’s early toys category successes thus far. One in three Amazon toy shoppers also visit ToysRUs.com to shop for the same products. Both Walmart.com and Target.com are experiencing cross shopping rates about half the size.  [Read more...]