Bestselling Toys & Games brands on Amazon UK in April 2025
In April 2025, Amazon UK's bestseller list for the Toys & Games category showcased 325 unique products from 157 different brands. Top brands among the bestsellers included Lego (40 products, 12.3% share), Crayola (14 products, 4.3% share), and Pokémon (22 products, 6.8% share). The prices of these bestselling products ranged from £1.25 to £199.99, with an average price of £12.40. Most bestsellers were priced in the £1-£20 range.
Products
Brands
Average Price
Top Brands
A closer look at the top brands reveals Lego, featuring 40 unique products, offered bestsellers priced from £5.82 to £42.70, with an average price of £14.17. It held a 12.3% share of the bestseller list and garnered an average rating of 4.8 stars from 150K reviews. With a selection of 14 unique products, Crayola's bestsellers ranged in price from £0.85 to £9.99, averaging £2.67. The brand's share of the bestseller list was 4.3%, with an average rating of 4.6 stars based on 183K reviews. Pokémon captured a 6.8% share of the bestseller list with 22 unique products. Its bestsellers had prices ranging from £4.33 to £158.00, with an average of £31.63, and an average rating of 4.4 stars from 79K reviews.
| Brand | Products | Share | Average Rank | Average Price | Rating | Report |
|---|---|---|---|---|---|---|
40 | 12.3% | 52.2 2 — 100 | £14.17 £5.82 — £42.7 | 4.8 (150,136 ratings) | ||
14 | 4.3% | 42 1 — 100 | £2.67 £0.85 — £9.99 | 4.6 (183,075 ratings) | ||
POPokémon | 22 | 6.8% | 40.3 1 — 100 | £31.63 £4.33 — £158 | 4.4 (78,895 ratings) | |
6 | 1.9% | 39.8 1 — 99 | £5.71 £3.99 — £10.82 | 4.7 (251,551 ratings) | ||
GAGalt | 5 | 1.5% | 29.4 2 — 100 | £3.64 £2.5 — £12.71 | 4.6 (22,436 ratings) | |
1 | 0.3% | 6.9 3 — 14 | £4.84 £4.79 — £5.75 | 4.4 (15,071 ratings) | ||
2 | 0.6% | 27.5 3 — 100 | £2.09 £1.66 — £3.99 | 4.6 (11,692 ratings) | ||
7 | 2.1% | 30.7 2 — 99 | £5.96 £2.22 — £13.04 | 4.7 (201,989 ratings) | ||
MOMonopoly | 3 | 0.9% | 42.6 4 — 99 | £6.87 £2.5 — £15.99 | 4.7 (4,321 ratings) | |
1 | 0.3% | 19.9 5 — 35 | £5.05 £4.99 — £5.99 | 4.3 (6,015 ratings) |
Top Products
See below for the highest-ranked products in this category, evaluated by performance, pricing, and customer feedback. These top Amazon UK bestsellers indicate popular shopper preferences and guide brands on effective digital shelf strategies.
| Product | Average Rank | Average Price | Rating |
|---|---|---|---|
1.5 1 — 6 | £3.55 £3.12 — £5.5 | 4.7 (31,450 ratings) | |
3.4 1 — 6 | £4.5 £4.08 — £5.4 | 4.7 (81,106 ratings) | |
6.9 3 — 14 | £4.84 £4.79 — £5.75 | 4.4 (15,071 ratings) | |
7 3 — 13 | £1.68 £1.66 — £1.99 | 4.4 (1,439 ratings) | |
14.8 2 — 72 | £2.7 £2.5 — £4 | 4.7 (1,659 ratings) | |
8 4 — 18 | £2.75 £2.22 — £3.32 | 4.7 (48,815 ratings) | |
18 4 — 67 | £2.83 £2.5 — £6 | 4.6 (590 ratings) | |
16.2 8 — 40 | £1.24 £1.13 — £2 | 4.6 (13,378 ratings) | |
23 4 — 91 | £3.36 £2.85 — £4.37 | 4.6 (2,616 ratings) | |
19.9 5 — 35 | £5.05 £4.99 — £5.99 | 4.3 (6,015 ratings) |
About Our Category Reports
Our Amazon UK Bestseller Category Monthly Reports analyze shifts in product performance across specific categories on the Amazon digital shelf, offering e-commerce teams valuable insights into market trends. Using our machine learning model, we track how your products compare to top competitors within the category on the Amazon digital shelf. Brands already using this data gain a competitive edge by adjusting their strategies to better align with evolving market conditions.