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, the best strategies, setting up your toy business, and 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 provides 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 Amazon’s 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.
Do you wish to learn how you can create your first advertisement on Amazon? Check the YouTube link below to help you create your first sponsored product ad campaign.
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 through gathering customer feedback.
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.
When it comes to selling toys on Amazon, the variety is endless, and there’s something for everyone. The toy category covers a broad spectrum of products that cater to different age groups and interests.
Here’s a breakdown of the main types you’ll find:
Traditional Games and Puzzles: These classic toys never go out of style. Whether it’s board games, jigsaw puzzles, or card games, these timeless options appeal to a wide range of ages and offer endless hours of entertainment.
Educational Toys and STEM Kits: There’s a growing demand for toys that focus on learning and development. STEM kits, which encourage kids to explore science, technology, engineering, and math, are becoming more popular. These toys make learning fun while helping children develop essential skills.
Action Figures and Collectibles: This category has a unique fanbase, including both kids and adult collectors. From superhero action figures to popular collectibles like FunkoPop, these items cater to enthusiasts who love to collect or engage in imaginative play.
Arts and Crafts Supplies: For the creative-minded, arts and crafts supplies are a great option. Items like craft kits, painting sets, and DIY project materials let kids explore their artistic side and develop their creativity.
When selling on Amazon, it’s essential to follow their guidelines closely to keep your account in good standing and ensure product safety.
Here are a few key points to remember:
Product Compliance: Each product you list needs to meet Amazon’s compliance guidelines. For toys, this means clearly stating the recommended age range, especially if the toy contains small parts that could be a choking hazard for younger children.
Product Authenticity: Amazon takes counterfeit products very seriously, especially in the toy category. Selling fake items can get your account suspended, so make sure you're sourcing products from reliable, legitimate suppliers to avoid any trouble.
Safety Standards: If you’re selling toys, they must meet the required safety standards, such as CPSIA in the U.S. or EN71 in the European Union. Make sure you're familiar with the safety rules for your specific market to avoid any issues.
Selling toys on Amazon during the holiday season comes with specific requirements, especially if you fulfill orders yourself (not using FBA). These requirements ensure a smooth experience for customers and sellers alike during the busiest shopping time of the year.
By following these steps, you can better position yourself for a successful holiday season on Amazon.
Selecting the right toys for your Amazon FBA business in the toy industry requires careful consideration of factors that influence popularity and sales performance. You can identify toys that balance demand with profitability by focusing on brand appeal, sales rank, competition, profit margins, and current trends.
Key Factors here include:
Sourcing toys for your Amazon FBA business requires careful planning and intelligent sourcing strategies.
Here are some effective methods to maintain a steady supply of products:
Selling toys on Amazon can be rewarding, but it comes with challenges like high competition, seasonal demand fluctuations, and compliance with safety standards. To succeed, sellers must tackle these situations smoothly.
Setting up your toy business on Amazon requires careful planning and strategic execution. Each step is crucial to building a successful and competitive presence in the marketplace, from selecting the right selling plan to creating a professional Seller Central account and optimizing your operations with Amazon's tools. Let's discover more about this!
Amazon offers two main selling plans: the Individual plan for sellers with fewer listings and the Professional plan for those aiming to scale. If you're serious about your toy business, the Professional plan is ideal, as it offers access to advanced tools, bulk listing options, and lower per-item fees. Alternatively, weigh your current inventory size and business goals to choose the best fit.
Your Seller Central account is the hub of your Amazon business. Start by providing accurate business details, tax information, and payment methods. Customize your shipping, return, and customer communication settings to align with your business strategy. A well-configured account helps streamline operations and enhance customer experience.
The Amazon Seller app offers on-the-go management for your business. You can monitor inventory, track orders, respond to customer inquiries, and even analyze sales data from your smartphone. This tool is invaluable for staying organized and responsive, especially during busy sales periods.
Enrolling in the Amazon brand registry can provide a significant boost if you own a toy brand. It offers tools to protect your brand, improve listing accuracy, and access marketing features like A+ Content and sponsored brand ads. This can enhance your visibility and credibility on the platform.
It's easier to start creating a seller account on Amazon. Just follow the steps below, and you’ll be able to make one.
Taking these steps carefully ensures a seamless onboarding process and compliance with Amazon's policies.
Optimizing your toy listings on Amazon is essential for driving sales and standing out in a competitive market. Focusing on detailed, engaging, and compliant product pages can enhance visibility, captivate buyers, and establish trust with your audience. Let's check out the optimization process in detail.
A product detail page includes the title, images, bullet points, description, and pricing. Use clear, keyword-rich titles and high-quality images to grab attention. Write concise bullet points highlighting key features and benefits to help buyers make informed decisions.
Your listing should tell a story about the product. Use descriptive language to emphasize value, such as how a toy fosters learning or creativity. Include customer-friendly language that answers common questions to build confidence and reduce hesitation.
Leverage advanced tools like Shoppable videos and 3D product models to provide an interactive experience. A+ Content allows you to add enhanced visuals and storytelling to your listings, making your brand stand out and encouraging conversions.
Adhere to all safety standards and regulations, including providing proper labeling and certifications. Ensure your toys are age-appropriate and accessible from hazardous materials to build trust and avoid penalties.
Every product on Amazon needs a unique GTIN, such as a UPC or EAN. If your toy is already listed, match it to an existing ASIN; if not, create a new listing with accurate details and identifiers.
Categorize your toys properly to make them easier to find. Specify their condition (new, used, collectible) to set buyer expectations and avoid complaints.
Group your products under related ASINs to increase cross-promotion and visibility. This helps customers discover other toys in your lineup and builds your brand's reputation as a trusted seller.
Pricing toys on Amazon requires a strategic approach to stay competitive while maximizing profits. By carefully monitoring the market, analyzing competitors, and adjusting for Amazon's fees, you can strike a balance between attractive pricing and profitability. Staying flexible and responsive to trends, sales events, and consumer behavior is essential.
Monitoring and improving your performance when selling toys on Amazon is essential to maintaining a successful business. Read on to learn more about how you can do this when selling toys on Amazon.
Providing exceptional customer service is crucial for maintaining high seller ratings. Respond quickly to inquiries, resolve complaints professionally, and address negative feedback promptly. Ensuring that customers feel heard and valued encourages repeat business and positive reviews, which directly impact your sales.
Amazon tracks your account health using key metrics like order defect rate, late shipment rate, and cancellation rate. Monitor these regularly and resolve issues swiftly to avoid account suspension. Keeping a clean account history with high-performance ratings helps you stay competitive and build trust with potential buyers.
Timely delivery is vital for customer satisfaction and maintaining a good standing on Amazon. Ensure your fulfillment process is smooth, and if you're using FBA, regularly check inventory levels to avoid stockouts. Always ship within Amazon's guidelines for self-fulfilled orders and provide accurate tracking information.
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!
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.
Among the best-selling categories are educational toys, STEM kits, plush toys, action figures, and board games. Licensed merchandise tied to popular media also performs well.
Follow Amazon's return policy for easy processing and address customer complaints promptly. Offer refunds, replacements, or polite resolutions to maintain customer trust and positive reviews.
Yes, toy sales rise during the holiday (November-December) and show smaller peaks during back-to-school periods, Easter, and special events like Children's Day.