Toys bring joy to kids and kids-at-heart, and entering the industry can be lucrative for budding entrepreneurs. The industry is so profitable that experts predict the market will generate a revenue of around $143 billion in 2028. Meanwhile, toy retail sales were an estimated $28 billion in the U.S. alone.
If you’re looking to get a slice of the big pie, Amazon is one of the best platforms to set up shop. Not only will you tap an already vast customer base, but you also gain access to the infrastructure and tools to monitor your growth.
However, you need more than just enthusiasm to sell toys on Amazon. It demands a comprehensive understanding of the company’s approval process, stringent safety standards, and compliance measures.
You also need to have your own marketing strategies and study how the Amazon algorithm works to increase your chances of customers finding your products.
Fortunately, this guide is here to help. Read on to learn how to get approved to sell toys on Amazon and how to sell more!
Putting your line of toys up on Amazon is a streamlined process. Here are the steps you need to accomplish:
If you don’t have a seller account, create one on the Amazon Seller Central website. You can also opt to use your existing Amazon customer account.
Amazon will also need the following:
Toy sellers on Amazon need to have a Professional Seller Account. This account involves a monthly subscription fee, but it unlocks crucial features such as adding multiple users, a digital store, dynamic price setting, and more. You also gain access to bulk listing tools, advanced analytics, and the ability to run advertising campaigns.
Once logged into your Seller Central dashboard, find the "Inventory" tab. Under this tab, you'll see the option to "Add a Product." Here, you'll input detailed information about the toy you're selling, including its title, description, and price.
The Professional Seller account allows you to create multiple listings simultaneously.
Amazon's product search feature provides comprehensive results, allowing you to search by product name, category, brand, or product identifiers such as ASIN and UPC/EAN codes.
Take the time to verify the accuracy of the product information, including specifications, images, and descriptions, so you stay consistent and compliant with Amazon's listing guidelines.
The Amazon Seller Central has a list of product categories. Each product category on Amazon may have specific guidelines, restrictions, or eligibility criteria that sellers must adhere to.
Here, you'll find detailed information on the prerequisites for selling toys, including any necessary documentation, product restrictions, or compliance standards.
Product examples allowed on the platform include:
Permitted product conditions:
If you’re planning to ship orders through Fulfillment by Amazon (FBA), review any applicable FBA product restrictions and holiday selling requirements. Understanding and conforming to these guidelines are crucial for a smooth listing process and avoiding potential issues with your toy listings on Amazon.
Amazon's restricted products policies outline prohibited items, restricted categories, and guidelines for selling specific products, including toys. Pay particular attention to any restrictions or requirements specific to the type you intend to sell, such as age restrictions, safety standards, or regulatory compliance.
In addition to category-specific requirements, some toy brands may impose restrictions or require approval from the brand owner for sellers to list their products on Amazon. These companies include Mattel, McFarlane Toys, and Fantasy Flight Games.
If you plan on being a reseller for these brands, it's crucial to research and verify if any restrictions or requirements apply.
If the toy category or specific brands you intend to sell require approval from Amazon or brand owners, you must initiate the approval process. It typically involves submitting an application through your Seller Central account and providing any requested documentation or information to support your request.
The approval process may vary depending on the category or brand requirements, so be sure to carefully follow the directions provided by Amazon or the brand owner. Once approved, you can proceed with your product launch.
Now that you know how to sell toys on Amazon, you need to stay ahead of your competitors and constantly look for areas of improvement. Here are some tips to sell more toys.
Strategic product titles play a pivotal role in attracting potential buyers. Craft titles that include essential keywords and highlight key features, making your toys stand out in search results.
Informative product descriptions that provide detailed insights into the toy's features, benefits, and recommended age groups make your listing more attractive to buyers. To optimize images, make sure they’re high-quality, well-lit, and showcase the toy from different angles.
Effective inventory management is crucial in the toy business, especially considering seasonal demand fluctuations.
Maintain a balance in stock levels by anticipating peak seasons and adjusting inventory accordingly. Leverage dynamic pricing to stay competitive, adjusting prices based on demand, competition, and seasonality.
Sponsored Product ads are an effective tool to increase the visibility of your toys. Conduct keyword research to identify relevant search terms and target your ads accordingly. Allocate your budget strategically to focus on high-converting keywords and optimize your ad campaigns over time based on performance data.
It also helps if you have an Amazon’s Choice badge, as it tells customers your product is trustworthy and highly recommended.
In addition to paid advertising, consider creating promotions and discounts directly on Amazon to attract more customers. The toys category can be highly competitive, and promotions and discounts can boost your product's visibility. Products with special offers often appear in dedicated promotional sections, making them more visible to potential customers.
Consider limited-time promotions and discounts to create a sense of urgency. Customers may be more inclined to purchase if they believe they’re getting a good deal. By tapping into this market segment, you can attract customers who are specifically looking for discounted products.
Explore options like Lightning Deals, Brand Tailored Promotions, coupons, and other special offers to incentivize purchases and boost sales velocity. Monitor the efficacy of your promotions and adjust your strategies as needed to maximize results.
Choose the right fulfillment option for your toy business based on your needs and preferences. Fulfillment by Amazon (FBA) can streamline order processing and shipping, allowing you to focus on expanding your business while Amazon handles the logistics.
Alternatively, Fulfillment by Merchant (FBM) gives you more control over the fulfillment process but requires managing inventory and shipping independently.
Regardless of the fulfillment option, prioritize timely order processing and shipping to ensure a positive customer experience. Have quality packaging materials to protect your toys during transit and minimize the risk of damage or returns.
Building trust with your customers is one of the foundations for long-term success on Amazon. Provide excellent customer service by responding promptly to inquiries, addressing any issues or concerns, and exceeding customer expectations.
Communicate clearly and transparently with customers throughout the purchasing process, from order confirmation to delivery tracking. Make the returns process as seamless as possible, offering prepaid return labels and processing refunds promptly upon receiving returned items.
Selling toys on Amazon doesn’t just stop at the logistics and listings. While following the steps and requirements is vital, your ability to forge connections with customers, curate an eye-catching toy inventory, and adapt to changing preferences will ultimately determine your success on the platform.
Every aspect contributes to achieving your goals, from optimizing your listings and managing inventory to leveraging advertising tactics and providing exceptional customer service.
Are you ready to take your toy business to the next level? Partner with an experienced Amazon marketing agency like beBOLD Digital. Our marketplace management and Amazon SEO services can help you optimize your listings, enhance visibility, and boost sales.
Contact us today to see what we can offer you!