Bestselling Toys & Games brands on Amazon UK in May 2025
In May 2025, Amazon UK's bestseller list for the Toys & Games category showcased 314 unique products from 165 different brands. Top brands among the bestsellers included Lego (30 products, 9.6% share), Crayola (11 products, 3.5% share), and Mattel Games (5 products, 1.6% share). The prices of these bestselling products ranged from £1.12 to £139.99, with an average price of £11.27. Most bestsellers were priced in the £1-£20 range.
Products
Brands
Average Price
Top Brands
Key insights into the top-performing brands include Lego, featuring 30 unique products, offered bestsellers priced from £3.49 to £46.66, with an average price of £16.84. It held a 9.6% share of the bestseller list and garnered an average rating of 4.8 stars from 212K reviews. With a selection of 11 unique products, Crayola's bestsellers ranged in price from £1.04 to £9.99, averaging £2.97. The brand's share of the bestseller list was 3.5%, with an average rating of 4.6 stars based on 170K reviews. Mattel Games captured a 1.6% share of the bestseller list with 5 unique products. Its bestsellers had prices ranging from £3.99 to £9.99, with an average of £5.88, and an average rating of 4.6 stars from 214K reviews.
| Brand | Products | Share | Average Rank | Average Price | Rating | Report |
|---|---|---|---|---|---|---|
30 | 9.6% | 52.4 1 — 100 | £16.84 £3.49 — £46.66 | 4.8 (212,247 ratings) | ||
11 | 3.5% | 50.2 3 — 99 | £2.97 £1.04 — £9.99 | 4.6 (169,779 ratings) | ||
5 | 1.6% | 34.6 1 — 100 | £5.88 £3.99 — £9.99 | 4.6 (213,571 ratings) | ||
1 | 0.3% | 4.6 3 — 8 | £1.74 £1.66 — £2.49 | 4.3 (1,546 ratings) | ||
BEBestway | 12 | 3.8% | 46.7 2 — 100 | £11.72 £2 — £30.24 | 4.3 (55,309 ratings) | |
POPokémon | 7 | 2.2% | 30.9 1 — 99 | £14.44 £4.96 — £64.87 | 4.3 (73,196 ratings) | |
3 | 1.0% | 36.2 5 — 100 | £11.54 £7.92 — £13.49 | 4.7 (78,657 ratings) | ||
1 | 0.3% | 10 6 — 16 | £5.74 £4.99 — £5.99 | 4.3 (6,068 ratings) | ||
GAGalt | 3 | 1.0% | 30.9 2 — 90 | £4.59 £3.32 — £7.07 | 4.6 (11,852 ratings) | |
2 | 0.6% | 12.2 7 — 33 | £5.04 £4.37 — £7 | 4.4 (30,316 ratings) |
Top Products
Below are the highest-ranked products in this category, based on their performance, pricing, and customer feedback. These top Amazon UK bestsellers represent the most popular choices among shoppers and help brands identify what's working on the digital shelf.
| Product | Average Rank | Average Price | Rating |
|---|---|---|---|
2.3 1 — 4 | £4.15 £3.99 — £4.9 | 4.7 (81,685 ratings) | |
4.2 3 — 7 | £4.72 £4.58 — £5.5 | 4.7 (31,616 ratings) | |
4.6 3 — 8 | £1.74 £1.66 — £2.49 | 4.3 (1,546 ratings) | |
8 1 — 41 | £17.99 £14.99 — £22.99 | 4.8 (1,833 ratings) | |
8.8 5 — 12 | £12.35 £10.87 — £13.49 | 4.7 (49,047 ratings) | |
10 6 — 16 | £5.74 £4.99 — £5.99 | 4.3 (6,068 ratings) | |
12.2 7 — 33 | £5.06 £4.37 — £7 | 4.3 (15,241 ratings) | |
7.6 2 — 48 | £3.83 £3.33 — £4 | 4.7 (1,699 ratings) | |
12.5 6 — 17 | £4.07 £3.32 — £4.99 | 4.8 (39,539 ratings) | |
14 6 — 21 | £4.78 £4.16 — £4.99 | 4.2 (9,752 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.