Amazon’s toy product group was up 30% from last year and sold an estimated $510M for Q3 2018 on Amazon.com, according to an ecommerce analysis by Edge by Ascential. Amazon.co.uk had a 15% year over year growth with estimated sales reaching $75.75M.
Tabletop games fueled some of the growth with an estimated $100 million in sales, up 65%. Toys and games marketed to adults made up 8 of the top 50 toys during the quarter, of which most were board or card games.
The Edge said that Outdoor Play, Toys for Adults, and Automotive toys will carry Amazon into 2019 as America’s biggest toy seller in the U.S. The company also predicts Amazon will be expand its private brand strategy to include the toys category in 2019.
“The Games category also represents one of the larger trends evident on Amazon.com: toys for adults. Because both adult and family-friendly board and card games are group activities, their popularity soars when family and friends to get together and celebrate the holidays, so we expect this category to continue this strong growth through Q4,” explained Chris Perry, VP at Edge by Ascential.