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Guide to Selling Toys & Games on Amazon

Welcome to Basilio Inc. Guide to Selling Toys & Games on Amazon. If you’re thinking about starting up your own business as an Amazon seller, stick around, because you’ve come to the right place. 

At Basilio Inc, we’ve partnered with numerous Toys & Games brands, experiencing a remarkable 30% year-on-year increase in Amazon sales in 2020. Our expertise in advertising and sales strategies led to a 29% reduction in advertising cost of sale (ACOS), amplifying profitability for our partner brands. The incredible performance continues in 2021, with an average 18% growth in Amazon sales for our partner brands

Chapter 4 – Strategies to Implement on your Product Launch

Appeal to Emotions 

When it comes to toys and games, emotions play a key role in purchase decisions. Shoppers are drawn to products that promise fun and excitement, especially when they can envision themselves enjoying these experiences with others. To capitalize on this emotional appeal, make sure your product images and videos showcase customers having a blast with your toys or games. Create a personable brand voice that resonates with your target audience, infusing joy, humor, or fascination in your communication across all channels. A relatable brand voice can establish a deeper connection with potential buyers and drive higher engagement.

Include Demographics in Keywords 

Understanding your target audience’s demographics is essential for maximizing your product’s visibility on Amazon. Shoppers often use various demographic variables to narrow down their product searches, so incorporating relevant demographic terms in your keyword research is crucial. Strategically include these keywords in your listing title, bullets, and description to ensure your products appear in front of your ideal customers. To identify the most effective keywords, conduct thorough competitor research to see what terms they are targeting. Moreover, read customer reviews on your and competitor products to gain insights into shoppers’ language and preferences. Utilize keyword research tools to discover additional relevant keywords and phrases that will boost your product’s discoverability.

Build Excitement through Influencers 

Influencers hold tremendous power in shaping consumer opinions and driving purchasing decisions. These content creators have engaged followings on social media and can act as influential brand ambassadors for your toys and games. Collaborating with influencers allows you to showcase your products to highly relevant audiences through compelling images, videos, blogs, and other content formats. For a comprehensive influencer strategy, partner with at least one influencer per month to promote your brand and products. Additionally, consider working with 3-5 micro-influencers, who have smaller but dedicated audiences, in exchange for free products to build a grassroots base of loyal supporters. Target influencers with active YouTube channels to feature product demonstration videos, as these play a significant role in capturing consumers’ interest and driving conversions.

Video Content is King 

In the world of toys and games, video content reigns supreme. With unique rules and multiple pieces, videos have a significant impact on conversion rates. A well-crafted demonstration video not only simplifies understanding for shoppers but also instills confidence in the product’s suitability for the end-user. For toys involving moving parts or multiple components, such as outdoor toys, videos play a crucial role in showcasing the product’s excitement and functionality. To optimize your video strategy, consider creating engaging product demonstration videos, collaborating with influencers to promote your offerings, and utilizing platforms like Amazon Live to reach a broader audience. Share these videos across YouTube and social media to amplify your product’s visibility and drive sales.


Embarking on new games can be daunting for shoppers, as it involves grasping unfamiliar rules. By incorporating straightforward instructions within the product listing, you reassure potential customers that your game is easy to learn and enjoyable to play. Including instructional graphics in the media gallery and step-by-step instructions in A+ Content provides a visual guide that eases shoppers into the gaming experience. For demonstration videos, consider adding captions with clear instructions to further enhance understanding. These instructional elements not only facilitate the buying decision but also reinforce your brand’s image and credibility.

Create A+ Content and Brand Stores 

In a competitive subcategory, standing out is essential, and A+ Content and Brand Stores offer valuable opportunities to differentiate your products. These features provide ample space to showcase your offerings in action, highlighting the key features that make them the most exciting choice. To make the most of A+ Content and Brand Stores, curate a collection of high-quality lifestyle images that depict your products in real-life scenarios. Basic step-by-step instructions, studio images displaying all product pieces, and lifestyle images illustrating the product in use within natural settings can all contribute to captivating potential buyers. Organize your Brand Store by product type or demographics, tailoring the presentation to resonate with your target audience and enhance their shopping experience.

Reviews Make Items Giftable 

Reviews play a crucial role in the success of Toys & Games on Amazon, particularly since these products are often purchased as gifts. However, obtaining reviews has become more challenging since the discontinuation of the Early Reviewer Program in April 2021. To navigate this hurdle while adhering to Amazon’s policies, there are several effective strategies to generate reviews.

  • Amazon Vine Enrollment: Consider enrolling your products in Amazon Vine, a program that allows Amazon to send samples to verified reviewers. This initiative can help garner authentic and unbiased reviews, bolstering the credibility of your products.
  • Buyer-Seller Messaging: Utilize Buyer-Seller Messaging to communicate directly with customers via email. Engage with buyers after their purchase, providing excellent customer service and subtly encouraging them to share their feedback through reviews.
  • Approved Email Messaging Services: Leverage Amazon-compliant email messaging services, such as Feedback Genius, to interact with customers professionally and request reviews without violating Amazon’s policies.
  • Amazon-Compliant Product Inserts: Make use of Amazon-compliant product inserts to politely request reviews from customers. Be mindful of adhering to Amazon’s guidelines to avoid any potential issues.
  • Avoid Non-Compliant Tactics: Steer clear of non-compliant methods, including soliciting reviews through social media groups or incentivizing customers for reviews, as this can lead to penalties from Amazon.
  • Influencer Partnerships: Collaborate with influencers to generate video reviews showcasing your products. These reviews can be shared on your website and social media platforms, helping build trust among potential buyers.

Showcase Any Awards 

In the competitive world of e-commerce, building credibility is essential to gain the trust of potential customers. Just as positive reviews can add credibility, receiving awards and industry recognition can significantly boost your brand’s reputation. If your toys or games have been honored with any industry or media awards in recent years, it’s crucial to showcase these achievements to draw attention and build trust with your audience.

Here are some key recommendations for effectively highlighting awards and recognition:

  • Include Award Graphics in the Media Gallery: Visuals can have a powerful impact on customers. Display the award graphics prominently in your product’s media gallery to catch the eye of potential buyers. Seeing the award badge can immediately convey the product’s quality and excellence.
  • Explain the Award’s Significance in Bullet Points and A+ Content: When listing your product features, use bullet points and A+ Content to elaborate on the significance of the award. Describe the specific criteria or achievements that led to winning the award. This additional information will help customers understand why your product stands out from the competition.
  • Dedicate an “Award-Winning” Section in Your Amazon Brand Store: Utilize your Amazon Brand Store to create a dedicated section that showcases all the awards your toys or games have received. This section serves as a virtual trophy shelf and reinforces your brand’s credibility and expertise.
  • Promote Awards on Your Website and Social Media Channels: Don’t limit your award announcements to Amazon alone. Leverage your website and social media platforms to celebrate your achievements. Share images of the awards, along with the stories behind them, to create engagement and excitement among your audience.

Advertising for Targeted Reach

When it comes to reaching potential customers, understanding their demographic information is crucial. Shoppers often search for products in specific categories based on their age, location, interests, and other demographic factors. This valuable information can also be used to create targeted social media ads, allowing you to reach your ideal audience across various platforms. By running paid ads on platforms like Facebook, Instagram, TikTok, Twitter, YouTube, or Pinterest, you can effectively connect with your target audience and drive traffic back to your Amazon product listings or your direct website.

To maximize the impact of your advertising efforts, it is essential to tailor your ads based on the intended audience. For product-specific ads, direct customers to the relevant product listings on Amazon, ensuring they find the information they need to make a purchase. For broader brand awareness campaigns, consider directing users to your Amazon Brand Store, where they can explore your entire product range. Consistency is key, so make sure your ad copy and landing pages maintain a cohesive brand voice to create a seamless and memorable user experience.

To gauge the effectiveness of your advertising campaigns, leverage the Amazon Attribution Program. This powerful tool allows you to track various metrics, including listing views, conversions, and sales directly attributed to your ads. By analyzing this data, you can gain valuable insights into the performance of your campaigns and make data-driven decisions to optimize your advertising strategies further.

Launch Expansion Packs 

If your product type allows for it, leveraging expansion packs can be a highly effective strategy to re-engage previous buyers and attract new customers. With Amazon’s release of the Manage Your Customer Engagement tool in March 2021, brands now have a powerful way to directly communicate with their followers on the platform. By encouraging shoppers to “follow” your brand on Amazon, you can notify them of new promotions or product launches, making it the perfect tool for announcing exciting expansion packs. However, to make the most of this feature, it’s essential to build a substantial email list of followers.

To ensure the success of your expansion packs, consider these valuable recommendations. First, read customer reviews to identify opportunities for updates or product line expansions that align with your audience’s preferences and demands. Additionally, explicitly state that the original game or product must be purchased separately to avoid any confusion among potential buyers. This clarity will help manage customer expectations and drive sales. Encourage shoppers to follow your Brand Store on Amazon, giving you a direct channel to reach them with new expansion pack announcements using the Manage Your Customer Engagement tool.

Moreover, expand your brand’s reach beyond Amazon by encouraging shoppers to follow your brand on social media. By establishing a strong social media presence, you can engage with your audience and generate interest in your products, including expansion packs. Increase visibility for your expansion packs by promoting them alongside the original products in Sponsored Brand Ads, capturing the attention of potential buyers who may have already shown interest in your brand. Finally, consider using physical or virtual bundling techniques to group expansion packs with the original products, offering enticing value propositions for new customers.

For Seasonal Products Be Sure to Launch Early 

As an Amazon seller with seasonal products, strategic timing is key to maximizing your sales potential during peak seasons. To ensure a successful and profitable peak season, it’s essential to start increasing your marketing efforts at least two months prior to the anticipated peak period. This early start provides you with ample time to gain traction on important keywords and outperform your competitors.


  • Start Marketing Early: Begin your Amazon marketing initiatives at least two months before the expected peak season. This proactive approach allows you to establish a strong presence and visibility on relevant keywords before the competition intensifies.
  • Incrementally Increase Advertising Budget: As the peak season approaches, gradually increase your Amazon advertising budget. By doing so, you can capitalize on higher customer demand and ensure that your products receive the attention they deserve.
  • Run Deals of the Day: During your peak season, consider running “Deals of the Day” promotions. These time-limited, highly visible offers can create a sense of urgency among shoppers and drive more sales.
  • Utilize Amazon DSP: Amazon Demand-Side Platform (DSP) can be a valuable tool during your peak season. This programmatic advertising solution allows you to target specific audiences and optimize your ad placements, maximizing your reach and impact.

Amazon Coupons with Amazon Ads 

Amazon coupons offer a cost-effective and powerful marketing tool to boost your product visibility and drive conversions. When you use a coupon on a product that is already running Amazon Sponsored Product or Sponsored Brand ads, the coupon will appear within the ad itself. This dual approach ensures your product gains relevant placement, while the added incentive of the coupon encourages more clicks and conversions. This smart strategy can be applied throughout the year but proves to be a potent one-two punch during your peak season.

To make the most of Amazon coupons, consider implementing the following recommendations:

  • Create Low-Discount Coupons for Top Selling Products: Offering modest discounts on your best-selling products can be an effective way to attract more buyers. Even small price reductions can entice customers to take advantage of the deal and make a purchase.
  • Use Dollar-Off Coupons Instead of Percentage-Off: Opt for dollar-off coupons over percentage-based discounts. Dollar-off coupons often have a stronger impact on customers, as they see a tangible amount they can save, encouraging them to act quickly.
  • Use Coupons Alongside Amazon Ads: To maximize the impact of your marketing efforts, combine coupons with your ongoing Amazon Sponsored Product or Sponsored Brand ad campaigns. This integrated approach enhances your product’s visibility and increases the likelihood of conversions.
  • Partner with Influencers to Promote Coupons: Collaborating with influencers in your niche can help promote your coupons to a broader audience. Influencers can effectively showcase the value of your products with coupons, generating more interest and sales.

Capture New Shoppers with Amazon Advertising 

In the vast and diverse category of toys and games on Amazon, shoppers exhibit distinct search patterns. They often use either highly specific and branded search terms or opt for broader keywords. Additionally, shoppers tend to search based on age and specific types of toys and games, looking for products that suit their needs.

One notable aspect of this category is the relatively low brand loyalty demonstrated by shoppers. With numerous options available, customers are open to exploring different brands and products, making it essential for sellers to capture their attention effectively.

Recommendations for Advertising Strategies:

  • Sponsored Product Ads: Given the broad search behavior of shoppers in this category, allocating a significant portion of your ad budget to Sponsored Product Ads is advisable. These ads appear in search results and on product detail pages, targeting relevant keywords and improving your product visibility.
  • Sponsored Brand Ads: If your subcategory does not compete heavily with major brands, consider running Sponsored Brand Ads. These ads feature your brand logo, a custom headline, and a selection of products. They help promote brand recognition and encourage customers to explore your offerings.
  • Sponsored Brand Video Ads: If available in your region, consider utilizing Sponsored Brand Video Ads. As competition for this ad format is still relatively low, it presents an opportunity to showcase your products through engaging video content, capturing shoppers’ attention and interest.
  • Keyword Targeting Strategies: Focus on using Phrase and Exact match types initially to capture specific search queries and target more relevant shoppers. As you gain insights and data, gradually add Broad match keywords to expand your reach and discover new relevant search terms.

Meet the Author

CEO, Founder

Jerome Basilio