A Comprehensive Guide on How to Sell Toys and Games on Amazon

Elise Jackson

Post details

  • AUTHOR: Elise Jackson
  • CATEGORY: Amazon Industry Guide
  • DATE: 20/02/2024

Amazon’s toy and game market offers endless opportunities to eager parents and avid collectors.

This corner of Amazon is booming, giving sellers a chance to capitalise on the platform’s massive customer base. Success here goes beyond just listing products; it’s about understanding and navigating Amazon’s specific selling guidelines.

Want to know how brands can avoid pitfalls and learn the ins and outs of the action-packed marketplace of toys and games? Let’s play…


Amazon Advertising Account Audit

The Lucrative Market for Toys and Games on Amazon

The demand for toys and games has seen an impressive uptick, with statistics highlighting a growing trend that shows no signs of slowing down. In recent years, a surge in both classic and innovative toys and games has piqued consumers’ interest, thanks to a combination of nostalgia, a resurgence in board and tabletop games, and the growing popularity of educational and STEM-based toys. Mirroring this enthusiasm are the sales figures, with the toy industry exhibiting significant year-over-year growth. The digital landscape has also played a significant role, with video games, interactive toys, AR, VR and now Spatial Computing headsets gaining popularity, further expanding the market.


Toys retails sales revenue in the US from 2013 to 2020

Source: ChannelKey


Amazon is at the forefront of this thriving market, solidifying its position as a leading marketplace for toys and games. Its global reach and sophisticated algorithm make it an ideal platform for sellers to connect with a diverse audience looking for the next exciting gadget or the most sought-after toy of the year. Amazon’s customer-centric approach, which includes features such as Prime shipping and easy returns, boosts buyer confidence and loyalty, making it the go-to shopping destination. Likewise, the platform provides sellers with powerful tools and analytics to optimise their listings and target the right customer, therefore increasing sales potential.

In this ever-changing landscape, Amazon not only provides a lucrative opportunity for sellers, but it also serves as a gateway to the growing demand for toys and games, resulting in a win-win situation for both sellers and customers.


Navigating Amazon’s Guidelines: Getting Approved to Sell Toys and Games

Gaining approval to sell toys on Amazon is a requirement for sellers looking to break into this thriving market. This approval process is Amazon’s way of ensuring that sellers adhere to its high standards for product quality and customer service, consequently maintaining the platform’s reputation as a trustworthy source for toys and games. Being approved to sell in this category assures customers that your products are safe, authentic, and meet all applicable regulations.

To get started on your approval journey, here’s a simplified step-by-step guide:

Create an Amazon Seller Account: If you don’t have one, get one! Create an Amazon Seller account with your business information.

Understand the requirements: Before applying, research Amazon’s safety and certification requirements for selling toys and games.

Prepare your documents: Gather all required documentation, such as safety testing certificates and product authenticity proofs, to demonstrate compliance with Amazon’s standards.

Apply for approval: Navigate to the ‘Inventory’ tab on your Seller Central dashboard, then select ‘Add a Product’. Search for the item you want to sell and follow the prompts to apply for approval in the toy category.

Await verification: Amazon will review your application, which may involve verifying your documents and information. This process may take anywhere from a few days to a few weeks – akin to a Dungeons and Dragons campaign!

Meeting the eligibility criteria and requirements is not negotiable. Amazon may request proof of compliance with safety standards, invoices from manufacturers or distributors to verify authenticity, and even information about your quality control procedures.

A note for future readers…


Tip: During the holiday season, customers start their shopping early, with 42% beginning by the end of September.


Amazon gears up for the holiday rush by emphasising the importance of rapid fulfillment, a pillar of its operational ethos. This focus is prevalent in the Toys & Games category. While this category remains open to all, Amazon establishes specific benchmarks for sellers who choose the Fulfilled by Merchant (FBM) route from 2nd November* through *3rd January.* To be eligible, FBM sellers must have made their first Amazon sale by 1st September* and completed at least 25 shipments between 15th August* and 14th October*.


*Dates are based on 2023 and are subject to change.


To further guarantee a seamless holiday shopping experience, Amazon also sets fierce performance criteria. During this period, FBM sellers must maintain a pre-fulfillment cancellation rate of less than 1.75%, a late shipment rate of less than 4%, and an order defect rate of less than 1%. By enforcing these higher standards during the holidays, Amazon aims to minimise the likelihood of cancellations, delays, and product issues, ensuring a positive shopping experience for its customers.


Optimising Product Listings for Toys and Games

Crafting compelling product titles, descriptions, and images is vital for standing out in Amazon’s competitive toys and games category. Your product title should be clear and informative, including key details such as the brand, type of toy or game, and any distinguishing features or target age group. This not only improves search visibility but also helps customers understand your product at a glance, enhancing the user experience.


Example of a comprehensive listing title for Monopoly Animal Crossing edition

Example of a comprehensive listing title for Monopoly Animal Crossing edition


The product description and bullet points allow you to go into greater detail about what characterises your toy or game. Highlight its advantages, how it can be used, and any unique features that distinguish it from similar products. Using storytelling techniques can help create an emotional connection, allowing customers to envision the joy and value your product will bring into their child’s life.


Amazon Lego

This Lego set applies optimised listing images and keywords


High-quality images play a crucial role in the online shopping experience, as customers cannot physically touch or see the product. Use clear, high-resolution images that show your product from various angles. Including images of the product in use in real-world scenarios will help buyers visualise the toy being played with.

Another important strategy for increasing Amazon search visibility is effective keywording. Conduct extensive keyword research to identify the terms that potential customers used to look for toys and games similar to yours. To improve your product’s search ranking, keywords should flow naturally into the title, description, and backend search terms.

Using A+ content and its enhanced features will benefit your product listings. These features grant you additional images, comparison charts, videos, and detailed descriptions. A+ content, in particular, can assist you in telling your brand’s story and showcasing your product’s features more engagingly, bringing your product to life and potentially increasing conversion rates and product visibility.


A+ Amazon comtent Toy Story

A+ content can tell you brands (toy) story and bring toys and your listings to life


The aim of the game is to make your product listings as informative, attractive, and easy to find as possible. By focusing on creating compelling titles and descriptions, optimising for keywords, utilising high-quality imagery, and applying Amazon’s enhanced content options, brands can significantly improve their product’s appeal and visibility, ultimately upping their sales.


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Competitive Pricing Strategies

Set competitive prices on Amazon to entice buyers and boost sales. But having the lowest price isn’t enough – you need to offer something that appeals to customers while keeping you profitable. Amazon’s algorithms favour listings with value, not just low prices, so take into account seller performance and customer feedback.

Promotions and discounts can attract customers, especially when used strategically. Discounts for multiple purchases, limited-time deals, and flash sales can prompt impulse buys. After all, nobody wants to miss out on a bargain! However, brands must use these tactics wisely to avoid devaluing the brand or eating into their profits.


FOMO can be a great motivator to encourage purchases

FOMO can be a great motivator to encourage purchases


Everyone defines competitive pricing differently, but it’s about understanding market trends and competitor prices. By providing real value to customers and maintaining your brand’s integrity, you’ll attract more buyers and boost conversions in the competitive toys and games market.


Effective Marketing and Promotion Techniques

Using Pay-Per-Click (PPC) campaigns may increase the exposure of your games and toys. Your listings will be visible to buyers who are actively looking for items similar to yours if you use relevant keywords. With Amazon PPC, you can tailor your advertising to drive more targeted traffic and boost sales.

Using social media platforms like Instagram, Facebook, and TikTok can significantly increase traffic to your Amazon listings. Creating captivating content that showcases the appeal of your toys and games might help you attract potential buyers. By collaborating with influencers, you’ll expose your products to a broader audience. Furthermore, consider sponsored videos with kid’s channels on YouTube to appeal directly to your target audience.


Sponsored toy video on a popular kids' YouTube channel Ninja Kidz TV.

Screenshot of a sponsored toy video on a popular kids’ YouTube channel Ninja Kidz TV. Note the subscriber count!


In addition to marketing and social media, creating informative and useful material about your items can spark interest. Demos, how-to guides, and playtime ideas not only illustrate the benefits of your product but also help your business establish itself as a trustworthy source in the toy and gaming markets. Combining these strategies – Amazon PPC, social media marketing, and content creation- creates a robust approach for maximising exposure, driving traffic, and increasing sales on Amazon.


Managing Inventory and Fulfillment

Efficient inventory management will help to keep your business running like a well-oiled machine. It requires a delicate balance between having enough supply to fulfil demand without overstocking. Here are some tips that can help you manage your inventory efficiently:

Technology: Inventory management software tracks stock levels in real-time. These tools forecast demand based on previous sales data, allowing you to restock accordingly.

FBA vs FBM: Based on your needs, determine whether to use Fulfillment by Amazon or Fulfilled by Merchant. FBA saves time and effort by managing storage, packaging, and shipping, but at a cost and inventory space. FBM gives you more control over your inventory but you’ll need your own storage and transportation logistics.


Tip: Toy sales limits will apply only to Fulfilled by Merchant orders in the fourth quarter. The rules do not apply if your business uses FBA.


Avoiding Out-of-Stock and Overstocking: Set reorder points based on lead times and sales velocity to avoid stock-outs to ensure you replenish stock before it runs out. Review inventory turnover rates and adjust ordering to avoid overstock. In toys and games, seasonal forecasting is crucial because demand fluctuates significantly.

Audit Often: Regular inventory audits ensure stock levels match management system reports. By detecting discrepancies early, you can prevent stock-outs and overstocking situations.

Efficient inventory management prevents stock issues and streamlines operations, letting you focus more on growing your brand.


Building Customer Trust and Reviews

Positive Amazon reviews are crucial for toy and game sellers, as these influence buyer decisions. Customer service must be prompt, courteous, and problem-solving to earn a customer’s trust. Brands must also carefully handle positive and negative feedback. Addressing negative reviews quickly can boost customer satisfaction and turn dissatisfied customers into advocates. Excellent customer service and proactive feedback management boost product appeal and help build a positive brand image on Amazon, which will contribute to success.


Amazon Customer Review

Customer reviews act as a form of social proof, letting a potential buyer know that previous customers have had positive experiences with this product or seller


Staying Informed: Amazon Policies and Updates

Staying up-to-date on Amazon’s policies for toys and games is a must for sellers who want to successfully navigate the platform while keeping their listings compliant and active. This entails a thorough review of updates to safety standards, listing requirements, and seller qualifications, which Amazon regularly revises to improve customer safety and satisfaction. Sellers can stay informed through resources such as the Seller Central news section, engaging in seller forums, and subscribing to Amazon newsletters. Simultaneously, adapting to Amazon’s constantly changing algorithms and features is important for maintaining product visibility and sales. The platform’s ongoing search and recommendation algorithm improvements demand that sellers remain flexible.

This dynamic approach ensures sellers adhere to current guidelines and capitalise on new opportunities presented by platform advancements. Brands can adapt to changes and reach their target audience by monitoring performance metrics and participating in Amazon’s educational programs. In Amazon’s competitive toys and games market, a proactive and informed approach helps sellers avoid pitfalls while leveraging the platform’s robust capabilities for business growth and customer engagement.


Success Stories and Case Studies

Let’s examine the rise of Monster High dolls (choice based on my little one’s current interests).


SERP for Monster High dolls

Screenshot of SERP for Monster High dolls


At first glance, the images of the products are high quality, displaying the dolls outside of their packaging while also featuring any accessories they may come with. The titles all start with “Monster High” being their brand and top keywords, followed by the product (or in this case, character) name, secondary keywords, and features. The next area of interest, and what Monster High has achieved well here, is product reviews. Each product has hundreds of reviews, each with a combined score above 4.5 stars. As a buyer, this is what I’m looking for, and this is who I want to buy from. One final observation is the style in which they shot these toys. Their positioning is striking and eye-catching which invites the customer to pay closer attention.


Amazon Monster High doll PDP

A screenshot of a Monster High doll PDP


Opening up a listing reveals a variety of styles of images, from lifestyle to close-ups and product videos. Several short bullet points highlight what the buyer receives when purchasing this product, written in the Monster High brand tone of voice, which adds a nice touch.


Monster High brand story

A screenshot of the Monster High brand story

Further down the PDP, there is a brand story module. This reinforces the brand’s desired ambiance and style, allowing customers to discover and learn about additional products in the lineup, and further promotes continuous shopping within the Monster High range. Clever aye!

Below the brand story is the A+ content for this product.


Screenshot of a Monster High doll A+ content

Screenshot of a Monster High doll A+ content


The design is on-brand in both tone and aesthetics. Adding new imagery keeps the page fresh and showcases other products available. The disclaimer at the bottom keeps the buyer informed and offers peace of mind.

Overall, it is easy to see how this brand has achieved success on Amazon, as their product listings reflect who they are while remaining rich with SEO and upholding good business practices. Their next step would be to upgrade the A+ content to Premium A+ which will grant them access to better, more interactive modules that will enhance the customer experience. Monster High, give us a shout!


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Our Thoughts

Understanding Amazon’s selling guidelines and the importance of creating compelling product listings are key strategies for brands looking to excel at selling toys and games on Amazon. Brands must use keywords to improve search visibility and take advantage of Amazon’s enhanced content features for product display. Efficient inventory management and selecting the appropriate fulfillment method are essential for operational efficiency, just as competitive pricing is vital for attracting buyers. The significance of Amazon PPC campaigns and social media in driving traffic and sales is also emphasised, as is the role of positive customer reviews and outstanding customer service in establishing a credible presence on Amazon.

Brands entering the toys and games category on Amazon should follow these strategies to increase visibility and sales. Success necessitates strategic planning, extensive market research, and a dedication to customer satisfaction. Optimising product listings, smart inventory management, engaging customers through effective marketing, and providing excellent customer service can all have a significant impact on a brand’s success. Keeping up with Amazon’s evolving platform and constantly adapting strategies are necessary for innovation and progress. Following these steps will allow brands to meet and exceed their goals, ensuring a thriving position in Amazon’s competitive and ever-expanding marketplace of toys and games.


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