Bestselling Toys & Games brands on Amazon UK in May 2026
In May 2026, Amazon UK's bestseller list for the Toys & Games category showcased 311 unique products from 153 different brands. Top brands among the bestsellers included Lego (34 products, 10.9% share), Crayola (7 products, 2.2% share), and Mattel (3 products, 1.0% share). The prices of these bestselling products ranged from £1.35 to £143.99, with an average price of £12.25. Most bestsellers were priced in the £1.00-£20.00 range.
Products
Brands
Average Price
Top Brands
Key insights into the top-performing brands include Lego, featuring 34 unique products, offered bestsellers priced from £3.39 to £143.99, with an average price of £15.59. It held a 10.9% share of the bestseller list and garnered an average rating of 4.7 stars from 137K reviews. With a selection of 7 unique products, Crayola's bestsellers ranged in price from £1.12 to £8.00, averaging £3.55. The brand's share of the bestseller list was 2.2%, with an average rating of 4.6 stars based on 123K reviews. Mattel captured a 1.0% share of the bestseller list with 3 unique products. Its bestsellers had prices ranging from £4.98 to £7.00, with an average of £6.13, and an average rating of 4.7 stars from 127K reviews.
Top Products
The highest-rated product has 5.0 stars, while the lowest has 1.5 stars. In terms of pricing, the most expensive product is £149.99, and the least expensive is £1.12.
Listed below are the top products in the category, evaluated by performance, price, and customer reviews. These Amazon UK bestsellers reveal what's popular with shoppers and guide brands on digital shelf success. The highest average rank is 2.9, and the lowest is 18.9. The highest-rated product has 4.8 stars, while the lowest is 2.2 stars. In terms of pricing, the highest is £22.49, and the lowest is £3.45.
| Product | Average Rank | Average Price | Rating | |
|---|---|---|---|---|
2.9 1 — 10 | £16.99 | 4.8 (17,570 ratings) | ||
6.8 3 — 13 | £5.37 £4.98 — £5.84 | 4.7 (84,614 ratings) | ||
8 4 — 17 | £4.99 | 4.7 (39,211 ratings) | ||
10.6 3 — 31 | £4.42 £3.99 — £4.99 | 4.8 (43,270 ratings) | ||
16.4 1 — 53 | £18.67 £16.99 — £22.99 | 4.8 (2,061 ratings) | ||
11.3 8 — 23 | £5.99 | 4.7 (2,066 ratings) | ||
7.3 2 — 31 | £11.95 | 2.2 (433 ratings) | ||
18.9 4 — 78 | £5 | 4.7 (12,547 ratings) | ||
3 1 — 11 | £22.49 £18.99 — £26.7 | 4.3 (40 ratings) | ||
18.8 2 — 84 | £3.45 £3.4 — £3.99 | 4.6 (2,279 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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