Bestselling Toys & Games brands on Amazon UK in June 2025
In June 2025, Amazon UK's bestseller list for the Toys & Games category showcased 279 unique products from 137 different brands. Top brands among the bestsellers included Lego (32 products, 11.5% share), Pokémon (12 products, 4.3% share), and Crayola (10 products, 3.6% share). The prices of these bestselling products ranged from £1.25 to £139.99, with an average price of £12.54. 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 32 unique products, offered bestsellers priced from £3.49 to £49.99, with an average price of £14.35. It held a 11.5% share of the bestseller list and garnered an average rating of 4.8 stars from 206K reviews. With a selection of 12 unique products, Pokémon's bestsellers ranged in price from £4.92 to £74.99, averaging £23.81. The brand's share of the bestseller list was 4.3%, with an average rating of 4.3 stars based on 72K reviews. Crayola captured a 3.6% share of the bestseller list with 10 unique products. Its bestsellers had prices ranging from £1.12 to £9.99, with an average of £3.09, and an average rating of 4.6 stars from 157K reviews.
| Brand | Products | Share | Average Rank | Average Price | Rating | Report |
|---|---|---|---|---|---|---|
32 | 11.5% | 53.5 1 — 100 | £14.35 £3.49 — £49.99 | 4.8 (206,249 ratings) | ||
POPokémon | 12 | 4.3% | 29.2 1 — 100 | £23.81 £4.92 — £74.99 | 4.3 (72,206 ratings) | |
10 | 3.6% | 48.4 2 — 100 | £3.09 £1.12 — £9.99 | 4.6 (157,082 ratings) | ||
7 | 2.5% | 40 2 — 100 | £6.42 £3.99 — £14.99 | 4.7 (219,700 ratings) | ||
BEBestway | 13 | 4.7% | 34.3 1 — 100 | £10.52 £4.19 — £34.68 | 4.2 (50,611 ratings) | |
2 | 0.7% | 25.9 4 — 86 | £12.24 £10.99 — £14.99 | 4.7 (77,788 ratings) | ||
1 | 0.4% | 10.9 5 — 19 | £6.24 £5.99 — £6.49 | 4.3 (6,138 ratings) | ||
2 | 0.7% | 11.4 6 — 16 | £4.73 £4.37 — £4.79 | 4.3 (30,672 ratings) | ||
2 | 0.7% | 33.2 4 — 98 | £3.13 £2.49 — £4.45 | 4.6 (12,011 ratings) | ||
1 | 0.4% | 13 6 — 26 | £4.15 £4.1 — £4.17 | 4.4 (35,554 ratings) |
Top Products
Below are the leading products in this category, ranked by performance, pricing, and customer feedback. These top Amazon UK bestsellers highlight popular consumer selections and inform brand understanding of successful digital marketplace tactics.
| Product | Average Rank | Average Price | Rating |
|---|---|---|---|
1.5 1 — 3 | £14.16 £12.49 — £14.99 | 4.8 (2,444 ratings) | |
3.1 2 — 8 | £4.73 £3.99 — £5.97 | 4.6 (82,719 ratings) | |
4.1 2 — 9 | £4.58 £3.75 — £4.79 | 4.7 (31,739 ratings) | |
6.7 4 — 15 | £13.49 £11.99 — £14.99 | 4.7 (49,390 ratings) | |
3.9 1 — 22 | £19.95 | 4.2 (191 ratings) | |
10.9 5 — 19 | £6.24 £5.99 — £6.49 | 4.3 (6,138 ratings) | |
13 6 — 26 | £4.15 £4.1 — £4.17 | 4.4 (35,554 ratings) | |
13.3 6 — 28 | £10 £7.99 — £12 | 4.8 (37,713 ratings) | |
16.6 4 — 98 | £2.49 | 4.4 (1,655 ratings) | |
12 7 — 16 | £4.79 | 4.3 (15,405 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.