Amazon Launching First Private Label Toys for Toddlers and Kids

Amazon’s private label efforts have grown substantially this year, with launches ranging from furniture to groceries. Today, we’re seeing what looks like the impending launch of several new AmazonBasics brand private label toys for toddlers and kids. It’s the first time we’ve seen Amazon launch private label children’s toys.

The toys are not shipping yet, but their product pages are now live on We would generally expect the toys to start shipping in the coming days or weeks. The new toy products we are seeing are:

Update: Since our post, Amazon has apparently taken down the toys listed above from We would not expect the items to start shipping until after Amazon restores the listings.

While we’re only seeing a few product listing pages for AmazonBasics toys now, if the past is any indication, we would expect Amazon to methodically ramp up its private label toy inventory.

The battle for holiday toy sales is particularly intense this year after Toys R Us closed its stores this summer. Four weeks ago, Amazon mailed out its first printed holiday toy catalog to millions of customers. Amazon said that customers ordered over 18 million toys on Black Friday and Cyber Monday.

Toy brands like Melissa & Doug and Little Tikes are sure to keep a keen eye on how Amazon rolls out its selection of private label toys for young children. While Amazon is starting in the toddler category, we could see Amazon moving into several categories of toys for older children as well.

While many toys are sold on brand and with officially licensed IP, Amazon should be able to gain traction for private label items relatively quickly in those areas that don’t depend as heavily on brand.

In general, Amazon continues to ramp up its private label and exclusive brand selection across retail categories. Amazon is hiring both in the US and internationally to support this effort, and is growing the volume of exclusive private brands it offers through the Amazon Accelerator program.

Amazon’s holiday catalog featured several dozen Amazon Exclusive toys by our count. In addition, brands that received at least one full page in the catalog included Lego, Marvel, Disney Pixar, Barbie, Baby Alive, Fingerlings, Melissa & Doug, Duplo, Fisher-Price, vtech, Play-Doh, Hasbro Gaming, Nerf, Hot Wheels, Playmobil, k’nex, Bose, and Star Wars.

Amazon is featuring Amazon Exclusive toys in its new Amazon 4-star retail stores as well.

We posted an update to this story on January 7, 2019. See A Few Updates on AmazonBasics Private Label Children’s Toys.

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