Deep Dive 10 minutes Premium

Deep Dive: US Consumer Survey: Amazon is Winning the Battle in the Toy Segment

Executive Summary

  • While brick-and-mortar stores remain the main channel where consumers go to buy toys, online retailing has doubled its mind share compared with five years ago: 14.7% of consumers say they go online to purchase toys versus 7.3% five years ago.
  • Amazon has capitalized on the rising popularity of shopping for toys online: over 14% of parents shop most often at Amazon for toys. The retailer has gained shared at the expense of Walmart and Target, while Toys “R” Us has managed to remain differentiated.
  • Both Amazon and Walmart appeal to price-sensitive customers, however, according to consumers, Amazon offers better selection and service, which is how the retailer is winning the battle in the toys segment.



This report is for paying subscribers only. Already a paying subscriber? Please log in to see the entire report.
If you wish to learn more about our subscription plans and become a paying subscriber, click here.