Since the demise of many physical Toy retail stores, online toy sales have skyrocketed. Online marketplaces such as Amazon continue to have great success in the toy market, dominating the sales of four major toy brands alone. Drawing on the results from our recent benchmarking report, we share our expert tips for selling Toys & Games on Amazon.
Our team of researchers audited the Amazon presence of 10 popular brands selling Toys & Games on Amazon in both the UK and Germany, to judge how well the brands were being represented on the marketplace plus the customer experience provided.
We found that Toy brands tend to invest heavily in brand content on their product display pages, with 90% linking to a branded storefront and 60% including A+ content to their listings. Branded storefronts help shoppers discover your full product portfolio and related products on Amazon, while high quality premium A+ content uses integrated videos and enhanced visuals to increase consumer confidence.
With so many choices of toys available for sale on Amazon, many parents look to product reviews to help make an informed purchase. Therefore good reviews are key to being a reputable seller on Amazon and will determine how well your products rank on the marketplace.
Ensuring your products have excellent rating scores and generally positive reviews will likely help to increase your conversion rate. Our researchers found that this is particularly important for brands selling Toys & Games on Amazon, where consumers are clearly engaged.
In fact, of the 10 categories analysed in our report, the highest average number of reviews was for the Toys & Games category – with an average of 2571 reviews per listing. To add to this, 100% of brands reviewed in the Toys & Games category had an average review rating of 4* and above on all three of their top listings.
Digital channels have become an increasingly important route to market for brands in the Toy sector, particularly during COVID-19 where demand for Toy goods surged. Consumer surveys have shown that a large majority of digital shoppers now start their product searches on Amazon, whether that be to check for prices or look for product information or reviews.
The Amazon’s Choice badge on product listings supports strong brand messaging and gives customers more confidence in their purchase choices. Not only this but the badge provides further legitimacy to your brand’s product listings, and is given based on a mixture of popularity, high review rating and a low returns rate.
For brands selling Toys & Games on Amazon, having the badge present on your listings could be crucial in converting prospective customers who may be undecided or inundated with the volume of similar product listings on the marketplace. That said, our researchers found that only 30% of brands in the category had the all their product listings marked as Amazon's choice.
For many brands selling on Amazon, having in place an ongoing product optimisation strategy and ensuring ratings and reviews are continually monitored to use the insight generated to improve listings can be difficult and time-consuming without a dedicated team. We recommend that Toy brands consider external support to manage their Amazon presence and maximise marketplace sales growth.
Download the full report here to find out if your brand was one of the 100 consumer brands scored as part of our research.
To discuss further insights from the Toys & Games category on Amazon or to hear more about our Amazon Seller model, please get in touch here.
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Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.