Take a Look at Amazon’s First Printed Holiday Catalog

Amazon is about to start mailing out its first ever printed holiday catalog to millions of customers. It’s titled “A Holiday of Play” and features toys for kids and teens. You can take a look at the full catalog here.

The catalog will also be available at Amazon Books and Amazon 4-star locations, the company says.

The catalog is designed to drive traffic to the Amazon retail website and app through scannable QR codes, URLs at the bottom of pages, ASINs for Amazon search, and by using the Amazon app to do an image search.

81 Amazon Exclusive items are included in the catalog, and highlighted via a bold orange “Amazon Exclusive” label. In addition, the catalog features certain brands quite heavily, opening the question of whether those brands paid for placement to subsidize the marketing cost of mailing out millions of pounds of paper.

Toy and manufacturer brands that received at least 1 full page placement in the catalog include 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 making a move to capture more toy sales this year given the vacuum left by Toys R Us, which closed its last US stores this summer.

Amazon’s decision to start making catalogs shows how it is adapting certain practices of traditional retailers like Toys R Us and Sears. Both were known for their catalog strategies over the decades and are now in bankruptcy proceedings.