Amazon Market Watch Toys & Games Series
GAMES & ELECTRONIC TOYS
Introduction & Key Takeaways
Explore Jungle Scout Cobalt data that reveals the latest trends for games and electronic toys within Amazon’s Toys & Games category. Learn what people are searching for, what’s trending right now, and which brands are leading the market.
Product performance varies.
Best-selling products in this niche show significant variability in sales trends, with some experiencing significant growth and others facing steep declines. This indicates a dynamic market and shifting consumer preferences. Gather historical and real-time data on your competitors to determine which of these trends may be the result of seasonality and which may indicate longerterm demand shifts.
Top brands dominate SOV. Seasonal keywords drive sales.
A significant share of voice for some of this niche’s most valuable keywords is dominated by top brands — like Hasbro Gaming, which owns almost half of the SOV for the search term “travel games.” To increase SOV, focus on obtaining Amazon Choice Badges, improving product rankings, and enhancing listing quality. Using advanced advertising tools to target relevant keywords can also help increase SOV in key categories.
Keywords like “travel games” and “games for family” experience higher search volumes during the summer months, indicating seasonal interest. Capitalize on these trends by ramping up marketing efforts and optimizing listings for these keywords during peak seasons. Seasonal promotions and ad campaigns – like targeting previous buyers with relevant seasonal products – can drive sales.
Market Landscape
This view of games and electronic toys within Amazon’s Toys & Games category includes board games, card games, collectible card decks, dice games, and other games, as well as kids’ electronic tablets and electronic pets.
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
Card game
Yard games
Games
Party games
Popular branded keywords | Past 30 days
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*
Keyword: Party games Top brands
Kittens
Keyword: Travel games
Brands and retailers use Cobalt’s Ad Accelerator feature to optimize their Amazon advertising campaigns with advanced targeting and automation that enables them to put keywords and share of voice insights into action. → COBALT IN ACTION Keyword: Robot dog
brands
Lucky Egg Red Flag Green Flag Party Game
What Do You Meme? Incohearent Game
Spin Master Games Tell Me Without Telling Me
SUSSED The Game of Wacky Choices Hasbro Guess Who? Card Game
Gaming
*Data reflects weighted SOV; products with an Amazon Choice Badge and higher position on
Gamie Small Magnetic Travel Game Set
Brand Trends
Brand: Exploding Kittens
Brand: Tamagotchi
Brand: Spin Master Games
“Exploding Kittens card game” “Tamagotchi On” “Spin Master”
Poetry for Neanderthals
Tamagotchi Original
Giant SORRY Classic Family Board Game
Jungle Scout: Leading Amazon Market Intelligence Tools
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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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Seth Troyer
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 July 18, 2023 - July 16, 2024, compared to July 17, 2022 - July 17, 2023. 90-day trends reflect the period of April 18, 2024 - July 16, 2024, compared to January 18, 2024 - April 17, 2024. 30-day trends reflect the period of June 17, 2024 - July 16, 2024, compared to Mary 17, 2024 - June 16, 2024.
We encourage you to share, reference, and publish this report’s findings with attribution to “Jungle Scout Cobalt” and a link to this page. For requests or media assets, contact press@junglescout.com
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