Bestselling Toys & Games brands on Amazon UK in August 2025
In August 2025, Amazon UK's bestseller list for the Toys & Games category showcased 282 unique products from 137 different brands. Top brands among the bestsellers included Crayola (13 products, 4.6% share), Mattel Games (6 products, 2.1% share), and Pokémon (21 products, 7.5% share). The prices of these bestselling products ranged from £0.98 to £200.00, with an average price of £10.96. Most bestsellers were priced in the £1-£20 range.
Products
Brands
Average Price
Top Brands
Analyzing the leading brands, we see that Crayola, featuring 13 unique products, offered bestsellers priced from £0.82 to £9.99, with an average price of £2.89. It held a 4.6% share of the bestseller list and garnered an average rating of 4.6 stars from 162K reviews. With a selection of 6 unique products, Mattel Games's bestsellers ranged in price from £5.41 to £16.99, averaging £7.79. The brand's share of the bestseller list was 2.1%, with an average rating of 4.7 stars based on 181K reviews. Pokémon captured a 7.5% share of the bestseller list with 21 unique products. Its bestsellers had prices ranging from £5.29 to £64.99, with an average of £25.17, and an average rating of 4.5 stars from 73K reviews.
| Brand | Products | Share | Average Rank | Average Price | Rating | Report |
|---|---|---|---|---|---|---|
13 | 4.6% | 36.4 2 — 98 | £2.89 £0.82 — £9.99 | 4.6 (162,092 ratings) | ||
6 | 2.1% | 22.6 2 — 100 | £7.79 £5.41 — £16.99 | 4.7 (181,197 ratings) | ||
POPokémon | 21 | 7.5% | 33.8 1 — 99 | £25.17 £5.29 — £64.99 | 4.5 (72,900 ratings) | |
27 | 9.6% | 60 1 — 100 | £17.3 £3.49 — £66.98 | 4.8 (170,973 ratings) | ||
BIBic | 5 | 1.8% | 23.1 1 — 99 | £2.86 £2.5 — £3.49 | 4.7 (70,166 ratings) | |
2 | 0.7% | 23 4 — 96 | £2.93 £2.49 — £3.99 | 4.5 (12,369 ratings) | ||
3 | 1.1% | 37.2 6 — 100 | £23.75 £4.5 — £99.2 | 4.7 (5,939 ratings) | ||
2 | 0.7% | 8.7 4 — 30 | £8.99 | 4.6 (23,227 ratings) | ||
7 | 2.5% | 35 8 — 95 | £95.27 £39.99 — £199.99 | 4.6 (13,572 ratings) | ||
7 | 2.5% | 47 9 — 100 | £8.59 £3.32 — £14.99 | 4.7 (215,061 ratings) |
Top Products
Top-ranked products in this category are shown, based on performance, pricing, and customer feedback. These Amazon UK bestsellers highlight shopper preferences and offer insight into what's succeeding on the digital shelf. The highest average rank is 1.7, and the lowest is 3.4. The highest-rated product has 4.8 stars, while the lowest is 4.7 stars. In terms of pricing, the highest is £14.78, and the lowest is £2.62.
| Product | Average Rank | Average Price | Rating |
|---|---|---|---|
1.7 1 — 4 | £14.78 £13.29 — £16.95 | 4.8 (4,278 ratings) | |
3.1 2 — 5 | £3.52 £3.35 — £4.02 | 4.7 (31,996 ratings) | |
3.4 1 — 6 | £2.62 £2.5 — £2.79 | 4.7 (20,005 ratings) | |
4.4 2 — 11 | £6.01 £5.41 — £6.49 | 4.6 (84,311 ratings) | |
6 4 — 13 | £2.74 £2.49 — £3.99 | 4.3 (1,944 ratings) | |
8.7 6 — 14 | £5 £4.5 — £5.99 | 4.6 (861 ratings) | |
10.1 7 — 15 | £0.87 £0.82 — £0.98 | 4.6 (13,724 ratings) | |
9.1 4 — 30 | £8.99 | 4.6 (11,715 ratings) | |
14.1 9 — 22 | £9.64 £9.44 — £9.89 | 4.8 (37,908 ratings) | |
15.2 6 — 45 | £3.63 £3.4 — £4.08 | 4.7 (4,424 ratings) |
About Amazon UK Best Seller 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.
Disclaimer: Data on this page is based on publicly available amazon.co.uk information and compiled using proprietary analysis. All trademarks and brand names belong to their owners. This report is for informational purposes only and is not endorsed by Amazon UK or featured brands.