For Amazon toy retailers, ensuring they can maximise sales of summer themed products during the school holidays will be front of mind at the moment.
Many parents and carers will also already be thinking about how they will entertain their children when schools close for the longer summer break in just a few weeks, and may even have started to buy some garden toys in preparation.
Whilst time may be running out for Amazon toy brands to capitalise on the forthcoming summer madness, there are still some things they can do that will help their outdoor products to stand out in this very crowded market.
As an amazon advertising specialist I have particular expertise in this area, having worked in the toy sector for several years and have put together my top tips for Amazon toy retailers who still have some last minute preparations to complete to become summer ready.
1. Ensure your summer toy range is hitting the spot
This one may be obvious but getting your product range right is vital. There are lots of items that are popular during summer months, and not just water guns and inflatable pools.
Whilst families often invest in summer staples like bikes, scooters and beach toys, it’s the less obvious choices that can set retailers apart. Portable travel toys (think compact games), activity books, mess-free colouring kids are essential for road trips and flights. Meanwhile, creative supplies such as craft kits, DIY jewellery sets, or paint-by-number projects offer perfect indoor entertainment for rainy afternoons or quiet downtime at holiday homes.
Think about how your existing products could be packaged as summer must-haves, whilst also considering if there are any other products you could add to your range.
Keep an eye out for trending items by monitoring TikTok, YouTube, and Amazon’s Movers & Shakers list for ideas.
2. Consider creating bundles or value packs
Summer can be an expensive time for families who often have to find additional money to cover childcare during school holidays, as well as money for trips and days out.
As well as helping families to deal with this financial burden, there is also an opportunity for retailers to drive their sales by creating product bundles, or kits, that include a range of low value items. An example of this is a ‘summer fun bundle’, with water balloons, pool toys and a beach ball, but the format can be applied to many different types of toys.
AOV in the toy industry is decreasing year-on-year as the market becomes more and more competitive, especially with new marketplaces coming up, such as Temu, offering toys & branded ‘dupes’ for as little as £1.84. By offering bundles, not only are you providing more value for customers but usually saving your business money on additional shipping costs (compared to sending products out individually). It can also be a fantastic strategy to help shift slower selling product lines.
3. Tap into Prime Day
Amazon Prime Day is set to run for its 10th year in July 2025 and this is something that the team at Fluid Marketplaces is helping brands to prepare for now. It’s a huge opportunity for sales growth for all retailers, including toy brands, and its timing makes it very easy to align campaigns with a summer theme.
There’s no time to lose though and brands need to have their decisions made on what offers they want to promote for Prime Day by the 20th June for Top Deal submissions and FBA shipments, and 6th June for any self-service deals.
At Fluid Marketplaces we offer consultancy for Amazon Prime Day and there is just about enough time for us to launch successful campaigns for any brands who need help with their Amazon growth. Last year we helped our clients to grow year-on-year Prime Day sales by as much as 2022 per cent so it represents a huge opportunity for toy and other retailers.
4. Check what your competitors are doing
Keep abreast of what your competitors are doing with their summer strategy in case there is anything you have missed. Competitor analysis is key for all retailers, including toy brands, and whilst many are very good at this, your brand can only benefit from increasing the amount you currently do. This can be particularly important when it comes to pricing, because you can have the best products and strategy in the word, but if another company is under-cutting you, your sales will suffer.
5. Get an expert to optimise listings and campaigns for seasonal search terms
Optimising your listings and campaigns is essential and this is where expert advice can make all the difference. Agencies with specialist expertise of managing Amazon advertising campaigns for toy brands looking to stand out during the summer season will have all the tricks of the trade at their fingertips.
At Fluid Marketplaces we know how to make summer targeted Amazon campaigns successful, and have the inside knowledge, along with specialist tools to make listings and campaigns stand out. The difference in the results achieved with our advice compared to trying to go it alone is huge.
Contact Fluid Marketplaces for support
If you are ready to speak to us for help with your Amazon summer toys preparation, don’t delay, because the school holidays are just around the corner. At Fluid Marketplaces we have a team of Amazon experts who can develop a strategy for toy and other retailers to boost sales during the summer period. Contact us to get started!