One Click Retail published its Toy on Amazon: 2017 Review report, which reveals that toys pulled in an estimated $4.5 billion in U.S. sales during 2017. This represents an increase of 12 percent over last year.
One Click Retail’s report findings also reveal that in Europe, Amazon’s toy revenue growth is even more pronounced. In Germany, where total toy sales flatlined in 2017, Amazon’s toy sales grew by 42 percent to an estimated €930 million. In France, where total toy sales declined last year, sales of the Toys product group on Amazon grew by 78 percent to an estimated 330M. In the UK, Amazon toy sales grew a modest 10 percent to an estimated £500 million in 2017.
The report identifies the key disruptive toy categories of 2017 and those that are likely to be trending in 2018, including robotics and active play. Toy sales during January on Amazon.com point to the return of traditional toys. The latest craze is a new take on a traditional doll. The L.O.L Surprise! (Big version) was released on September 29th and ranks as the No. 1 toy of January, helping to drive 23 percent growth in Dolls/Girls Toys in 2017.
In 2017, Infant/Preschool climbed from No. 3 to become Amazon’s largest toy category with $650 million in estimated sales. As Amazon’s core demographic, millennials, are now having children, One Click Retail expects the category to grow substantially in 2018.
Click here to read the full report.