Chapter 3 – Targeted Audience
The Toys & Games category on Amazon is a vast and diverse product landscape, offering a wide array of choices to shoppers. To cater to the preferences of the end-users, customers often employ various filters and search criteria to narrow down their options effectively. These filters include factors such as product type, age suitability, gender specificity, price range, complexity level, material quality and durability, whether the toy or game is designed for indoor or outdoor use, the expected duration of gameplay, and the number of players it accommodates.
By considering these different aspects, shoppers can quickly find the perfect toy or game that meets their specific needs and preferences. For instance, a parent searching for an age-appropriate board game for their child might filter the results based on the child’s age, the complexity level suitable for their skill development, and the number of players required for interactive gameplay.
For sellers in the Toys & Games category, understanding these search criteria and leveraging them to optimize their product listings is crucial for success. By providing detailed and accurate product information that aligns with these key factors, sellers can increase their visibility in search results and attract the right audience. Additionally, emphasizing the unique selling points of a toy or game, such as its durability, material quality, and versatility for indoor and outdoor play, can further enhance its appeal to potential buyers.
Low Brand Loyalty
When it comes to games, shoppers on Amazon exhibit minimal brand loyalty. Their primary focus is finding the right game that suits their preferences, whether it’s a specific title or a particular type of game. Factors like age range, gender suitability, duration, genre, number of players, and price take precedence over the brand’s name. The only exception to this trend is when shoppers are searching for expansion packs to games they already own.
For instance, one of our partners employs Sponsored Brand Ads, and an impressive 86.5% of attributable orders have been from new-to-brand customers. While Sponsored Brand Ads are known for attracting new customers, this statistic underscores the low brand loyalty observed among board game shoppers on Amazon.
Toys, on the other hand, present a more diverse scenario. Many toy brands create product lines consisting of complementary toys to foster brand loyalty. For example, a line of superhero toys becomes more appealing when customers collect each hero. The same trend applies to products related to movies, shows, or comics featuring multiple characters. In these cases, shoppers focus less on the brand and more on the cohesive product line the toy belongs to, impacting sellers’ marketing strategies.
The general exception to the low brand loyalty rule lies in scenarios involving safety or education. Parents, particularly when seeking educational games that cater to their child’s learning style, may show more preference for a specific game company. Similarly, when purchasing outdoor toys that pose potential risks if misused or damaged, parents may pay closer attention to the brands they trust.
Gifts for Friends and Family
When targeting the “Gifts for Friends and Family” category on Amazon, it’s crucial to understand the mindset of these shoppers. They are purchasing gifts for their loved ones, and their top priority is ensuring that the products they choose demonstrate care and consideration for the recipients. Safety and quality are paramount, and shoppers heavily rely on customer reviews to assess these aspects. Products with few reviews or low ratings are seen as risky choices, and shoppers are less likely to opt for them.
Wish List Browsing
Interestingly, children are also active participants in the gift-giving process. Many kids browse Amazon to create their wish lists, especially in anticipation of birthdays and holidays. As sellers, it’s essential to keep in mind that listings in this category have a dual audience: both the adult shoppers and the children adding items to their wish lists. Capturing the attention and trust of both demographics is crucial for success.
Online & the Retailer Experience
The shopping behavior in this category is diverse, with a significant portion of consumers expressing preferences for online and in-store purchases. According to Statista, 29% of shoppers prefer buying toys mainly or entirely online, while 40% are equally willing to purchase online or in physical stores. This balance emphasizes the importance of a multi-channel approach for Toys & Games brands. Ignoring either the online or offline sales channel could result in missed opportunities to reach a substantial portion of potential customers.