aNb Media News, February 9, 2018

New Report Shows Amazon Toy Sales in the U.S. Grew 12 Percent in 2017

U.S. toy sales on Amazon pulled in an estimated $4.5 billion in 2017, representing a 12 percent increase over 2016, according to One Click Retail’s Toys on Amazon: 2017 Review report.

The report from One Click Retail, a market leader in eCommerce data measurement, sales analytics and search optimization for global brand manufacturers, also reveaedl 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 €930M. In France, where total toy sales actually declined last year, toy sales on Amazon grew by 78 percent to an estimated €330M. In the UK, Amazon toy sales grew 10 percent to an estimated £500M in 2017.

The report identifies the key disruptive toy categories of 2017 and those that are likely to be trending in 2018:


One Click Retail found that in 2017, the Robotic Toys category grew by 32 percent. Although it is a relatively small category with only $50 million in estimated sales, last year’s two bestselling toys were both intelligent robots for kids: Cozmo by Anki and LEGO Mindstorms EV3.

Active Play

According to the report, the fastest-growing toy category of 2017 was Outdoor & Sports Toys with 46 percent growth led by the Nerf Strongarm Blaster and the Little Tikes Jump ‘n Slide Bouncer.


Although the Anki Cozmo ranks as the No. 1 item in the UK and France, LEGO is the most dominant toy brand in Europe. In Germany, LEGO holds the No. 1, 2, 3 and 5 top-selling toy slots; in the UK, LEGO claims the No. 2 and 4 spots; and in France, the No. 2 and 3 top-selling toys on Amazon.

Trending Categories in 2018

Toy sales during January on point to a surprising trend: the return of traditional toys. The latest craze is a new take on a traditional doll. L.O.L. Surprise! Big Surprise was released in late September and ranks as the No. 1 toy of January 2018, 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.