Bestselling Toys & Games brands on Amazon UK in July 2026
In July 2026, Amazon UK's bestseller list for the Toys & Games category showcased 287 unique products from 133 different brands. Top brands among the bestsellers included Lego (35 products, 12.2% share), Crayola (13 products, 4.5% share), and Juegos Mattel (4 products, 1.4% share). The prices of these bestselling products ranged from £1.50 to £149.99, with an average price of £16.23. Most bestsellers were priced in the £2.00-£20.00 range.
Products
Brands
Average Price
Top Brands
A closer look at the top brands reveals Lego, featuring 35 unique products, offered bestsellers priced from £2.75 to £129.95, with an average price of £14.36. It held a 12.2% share of the bestseller list and garnered an average rating of 4.8 stars from 190K reviews. With a selection of 13 unique products, Crayola's bestsellers ranged in price from £1.12 to £10.00, averaging £3.32. The brand's share of the bestseller list was 4.5%, with an average rating of 4.6 stars based on 185K reviews. Juegos Mattel captured a 1.4% share of the bestseller list with 4 unique products. Its bestsellers had prices ranging from £4.89 to £11.99, with an average of £7.68, and an average rating of 4.7 stars from 159K reviews.
Top Products
The highest-rated product has 5.0 stars, while the lowest has 2.3 stars. In terms of pricing, the most expensive product is £199.99, and the least expensive is £1.12.
Top-ranked products in this category are shown below, 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 1.1, and the lowest is 15.7. The highest-rated product has 4.8 stars, while the lowest is 4.2 stars. In terms of pricing, the highest is £25.20, and the lowest is £2.95.
| Product | Average Rank | Average Price | Rating | |
|---|---|---|---|---|
4 1 — 7 | £19.99 | 4.7 (950 ratings) | ||
4.6 1 — 9 | £4.76 £4.39 — £4.99 | 4.7 (33,633 ratings) | ||
5.7 1 — 9 | £2.95 | 4.4 (3,183 ratings) | ||
4.5 2 — 7 | £15.92 £15.89 — £16.15 | 4.8 (19,529 ratings) | ||
6.8 1 — 16 | £5.85 £5.37 — £6.95 | 4.7 (84,065 ratings) | ||
8.7 2 — 22 | £6.09 £4.89 — £7.99 | 4.8 (4,722 ratings) | ||
1.1 1 — 2 | £25.2 £18.99 — £29.14 | 4.2 (612 ratings) | ||
9.7 3 — 18 | £5.98 | 4.7 (1,636 ratings) | ||
11.7 3 — 23 | £4.49 £3.99 — £4.99 | 4.8 (44,190 ratings) | ||
15.7 6 — 39 | £7.21 £6.29 — £8.98 | 4.8 (3,689 ratings) |
Methodology & Data Attribution
This monthly Amazon UK Bestseller report is prepared by MetricsCart, a global provider of Digital Shelf Analytics solutions and e-commerce market research. The insights presented are derived from proprietary datasets synthesized from publicly available information across major retail platforms, including Amazon and Walmart. MetricsCart utilizes advanced data modeling to track market trends, price positioning, product listing content gaps, and SERP visibility, providing consumer brands with an objective analysis of their digital performance. This data is intended for informational purposes to help brands optimize their presence on the digital shelf.
Insights in this report were compiled by MetricsCart's data science team to provide transparency into the digital shelf performance of Toys & Games category on amazon.co.uk.
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.
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