LEGO Still Top Selling Toy Brand On Amazon Despite Market Share Drop

In a recent report from One Click Retail’s, Disney toys are continuing to sell well on Amazon, with brands selling their products with Disney franchises including LEGO, Fisher Price and Funko doing very well.. According to their brand measurement calculations, the top 5 highest-selling toy brands on Amazon are:

  1. LEGO (10%)
  2. Fisher-Price (7%)
  3. Melissa & Doug (6%)
  4. Little Tikes (4%)
  5. Step2 (3%)

These top 5 toy brands, which retain their rankings from last year, account for 30% of year-to-date toy sales on Amazon. One Click Retail has calculated first-party toy sales at $970M YTD, a 9% YoY increase. In 2016, total Amazon toy sales reached a record $4B, capturing 20% of the total toys market in the U.S.

Despite LEGO’s top spot on Amazon and a 2% YoY increase in sales so far, the toy brand’s dominance is not a sure thing as the holiday shopping season begins. Compared to this time last year, LEGO has lost 3% market share, showing both weakness in the brand’s growth and focus by other brands on Amazon as one of their most important sales channels this year. But LEGO’s continued commitment to toy innovation will keep other toy brands on their toes: with top-selling individual toys, like the robot EV3 from its Mindstorms series of intelligent toys and the Osmo Genius Kit, an AI-enabled education gaming platform, LEGO and other brands are sure to capitalize on Amazon’s fastest-growing toy sub-category—Robotic toys, which has seen a 40% YoY sales increase in 2016.

Notable YoY increases:

  • Funko moves up one spot to #7 with a 59% YoY increase in sales
  • Intex jumps two spots to #9 with a 58% YoY increase
  • Traxxas leaps five spots to #14 with a 37% YoY increase
  • Crayola maintains the number 10 spot but sees a YoY increase of 48%

The remaining toy brands, all experiencing YoY sales increase, in the 15 top-selling positions on Amazon are:

  • #6: Nerf, +40%
  • #8: VTech, +6%
  • #11: Disney, +25%
  • #12: KidKraft, +4%
  • #13: Barbie, +10%
  • #15: Power Wheels, +22%

“The holiday season makes or breaks a toy manufacturer’s financial year. While a bad month can, in most industries, be made up in subsequent months, a toy manufacturer who has a bad holiday season has to wait a whole year before they’re given another chance,” explains Spencer Millerberg, One Click Retail CEO. “In 2016, more than half of all U.S. toy sales on Amazon took place in less than a 60-day period. On Amazon in 2016, more than a third took place in December alone, with the majority of those going to first-party brands. With the latest Toys R Us bankruptcy news, it’s more important than ever for toy brands to develop an Amazon-first strategy.”


Roger is the owner of and is a big Disney fan. He collects many different things including Funko, LEGO, Star Wars Miniatures, Marvel Legends & Star Wars Black Series figures. If you have a news tip, feel free to email me at or send me a tweet @DisKingdom And he presents our Youtube Channel” and Podcasts.

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