Amazon Market Watch Toys & Games Series
TOY VEHICLES, FIGURES, AND PLAYSETS
Introduction & Key Takeaways
Get insights to drive your strategy in Amazon’s Toys & Games category. New Jungle Scout Cobalt data shows what shoppers are searching for, what’s trending, and which brands lead the market.
Capitalize on exclusive products.
Amazon exclusives perform well in this highly-collectible niche, as demonstrated by Funko’s best-selling Marvel and Godzilla x Kong exclusives. In addition to fueling sales, exclusive lines can drive brand differentiation on Amazon. Develop products with unique packaging or limited edition features, using Sponsored Products and other marketing tools to boost visibility among collectors.
Exploit the broad appeal of vehicle toys.
A surge in search volume for vehicle-related keywords – like “race car,” “toddler car,” and “monster truck toys” – shows strong demand for a diverse range of products in this niche. Brands should conduct additional research to ensure they have a comprehensive keyword strategy that attracts a broad audience by exploiting a wide range of relevant terms.
Use discounts to drive short-term sales boosts.
30- and 90-day trends for some brands reveal how price decreases have a direct and immediate impact on sales performance. For Roblox, a 30-day price decrease of 7% led to 22% more sales, and the only product among the top 5 bestsellers to experience a sales increase (+15%) in the last 90 days also had a 13% price drop. Other brands can use similar discounts to drive immediate sales, attract new customers, or clear inventory.
Market Landscape
This view of vehicles, figures, and playsets within Amazon’s Toys & Games category includes: Action figures; assorted animal and people figures; play figure playsets; play cars, trucks, and other vehicles; remote-controlled vehicles; and toy train sets.
Market Trends: Year-over-Year
Competitive Landscape Revenue
Market Share Dynamics
Market trends data in this report was gathered using Cobalt’s Market Intelligence feature, which allows brands to research competitor performance, benchmark performance, and more across the Amazon marketplace.
Market share leaders
Top five brands by market share
Keyword Trends
Popular generic keywords | Past 30 days
Keyword
Action figures
Dinosaur
Toddler car
Truck toys
Anime figure
Car toys
Monster truck toys
Race car
Dragon figures
Popular branded keywords | Past 30 days
Keyword
Todo
Keyword and share of voice data in this report was gathered using Cobalt’s Digital Shelf Analytics feature, which provides a detailed picture of how consumers search on Amazon and how competitors rank for important keywords.
Product Trends
Share of voice (SOV) leaders
Top brands and products by share of voice*
*Data
Keyword: Action figures
Top brands
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Keyword: Monster truck toys
Car toys
Hot Wheels Monster Trucks: Demolition Doubles
Monster Jam Reveal the Steel Trucks 4-Pack
Team Power Exploding Monster Truck Toy
Hot Wheels Toy Cars & Truck 10-Pack
Joyin 18 Pc Pull Back City Cars and Trucks Set
Mattel Disney and Pixar Cars Transforming Mack Playset
Jada Toys Cheetos Chester Cheetah Action Figure
Dragon Ball Super: Goku Action Figure
Hasbro Marvel Avengers Action Figures Set
Brand Trends
30-day trends 30-day trends 30-day trends
Brand: CoComelon
Brand: Roblox
Brand: Jada Toys
“CoComelon birthday”
“Roblox toys”
“Jada Toys Street Fighter”
CoComelon Musical Yellow School Bus
Roblox Action Collection Series 7 Mystery Figure
Jada Toys Pixar Cars RC Lightning McQueen
Jungle Scout: Leading Amazon Market Intelligence Tools
Over the past decade, Jungle Scout has gathered a wealth of data points through continuous monitoring and analysis of Amazon. The tools used to build this report are the same ones that 1 million+ sellers, enterprise brands, retailers, and agencies use daily to make confident decisions and develop effective strategies on Amazon. See how our tools can help your business grow with a demo.
Jungle Scout Cobalt Jungle Scout Data Cloud
Jungle Scout Cobalt empowers brands and retailers with a powerful suite of ecommerce tools designed to drive growth on Amazon. Comprehensive data analytics, built-in advertising automation, and intuitive visualizations turn insights into action. Cobalt is trusted by brands and retailers worldwide to:
• Track and grow market share
• Analyze performance data
• Gauge market trends and competitor performance
• Optimize ad campaigns
• Measure share of voice and discover keyword trends
• Investigate third-party sellers FOR BIG BOX RETAILERS AND INVESTORS FOR BRANDS, RETAILERS, AND AGENCIES
Jungle Scout Data Cloud offers scalability and flexibility by providing retailers a way to get Jungle Scout’s industry-leading data, with the ability to analyze and visualize that data using the tools of their choice. It provides a comprehensive view of Amazon market dynamics by allowing retailers to:
• Access millions of data points
• Extract insights using tools like Snowflake, Azure, and others
• Create custom visualizations with PowerBI, Tableau, and similar tools
• Analyze trends in consumer demand
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Ecommerce Manager, Weaver Leather
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Marie Lawson
Retail Media Manager, HP
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About this report
Data represents the U.S. market and reflects estimates based on a sampling of approximately 20,000 products in the specified niche. Year-over-year trends reflect August 6, 2023 - August 4, 2024, compared to August 5, 2022 - August 5, 2023. 90-day trends reflect the period of May 7, 2024 - August 4, 2024, compared to February 6, 2024 - May 6, 2024. 30-day trends reflect the period of July 6, 2024 - August 4, 2024, compared to June 5, 2024 - July 5, 2024. Search volume data represents broad search volume, which includes plurals and misspellings of the specified keyword.
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