Bestselling Toys & Games brands on Amazon UK in September 2025
In September 2025, Amazon UK's bestseller list for the Toys & Games category showcased 271 unique products from 126 different brands. Top brands among the bestsellers included Lego (42 products, 15.5% share), Crayola (14 products, 5.2% share), and Mattel Games (8 products, 3.0% share). The prices of these bestselling products ranged from £1.50 to £79.99, with an average price of £12.25. Most bestsellers were priced in the £2-£10 range.
Products
Brands
Average Price
Top Brands
Key insights into the top-performing brands include Lego, featuring 42 unique products, offered bestsellers priced from £3.49 to £44.99, with an average price of £14.97. It held a 15.5% share of the bestseller list and garnered an average rating of 4.8 stars from 223K reviews. With a selection of 14 unique products, Crayola's bestsellers ranged in price from £0.98 to £9.99, averaging £3.45. The brand's share of the bestseller list was 5.2%, with an average rating of 4.6 stars based on 127K reviews. Mattel Games captured a 3.0% share of the bestseller list with 8 unique products. Its bestsellers had prices ranging from £5.34 to £10.99, with an average of £7.39, and an average rating of 4.7 stars from 231K reviews.
| Brand | Products | Share | Average Rank | Average Price | Rating | Report |
|---|---|---|---|---|---|---|
42 | 15.5% | 56.1 1 — 100 | £14.97 £3.49 — £44.99 | 4.8 (223,078 ratings) | ||
14 | 5.2% | 42.8 2 — 100 | £3.45 £0.98 — £9.99 | 4.6 (126,567 ratings) | ||
8 | 3.0% | 32.3 4 — 99 | £7.39 £5.34 — £10.99 | 4.7 (230,972 ratings) | ||
POPokémon | 16 | 5.9% | 29.7 2 — 100 | £27.35 £5.4 — £54.99 | 4.4 (73,905 ratings) | |
7 | 2.6% | 37 3 — 100 | £10.09 £5.99 — £14.99 | 4.6 (162,909 ratings) | ||
BIBic | 5 | 1.9% | 28.1 1 — 86 | £3.48 £2.75 — £7.3 | 4.6 (70,753 ratings) | |
2 | 0.7% | 11.5 4 — 98 | £3.04 £2.99 — £3.49 | 4.5 (12,545 ratings) | ||
3 | 1.1% | 35.4 7 — 99 | £8.54 £3 — £17.6 | 4.7 (5,105 ratings) | ||
1 | 0.4% | 13.7 3 — 49 | £8.99 | 4.6 (12,258 ratings) | ||
4 | 1.5% | 32.3 8 — 96 | £69.99 £39.99 — £149.99 | 4.6 (9,219 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 1.1, and the lowest is 4.6. The highest-rated product has 4.8 stars, while the lowest is 4.7 stars. In terms of pricing, the highest is £15.37, and the lowest is £4.42.
| Product | Average Rank | Average Price | Rating |
|---|---|---|---|
1.1 1 — 2 | £15.37 £14.97 — £16.89 | 4.8 (5,263 ratings) | |
2.6 2 — 5 | £4.42 £3.81 — £5.5 | 4.7 (32,197 ratings) | |
4.6 3 — 14 | £6.1 £5.99 — £6.95 | 4.7 (50,426 ratings) | |
5.6 4 — 8 | £2.99 | 4.3 (2,114 ratings) | |
7.4 4 — 15 | £6.23 £5.34 — £6.95 | 4.6 (85,225 ratings) | |
9.4 6 — 17 | £1.26 £0.98 — £2 | 4.6 (13,826 ratings) | |
7.2 1 — 30 | £2.96 £2.79 — £3 | 4.6 (20,205 ratings) | |
11.1 7 — 18 | £5.98 £5.98 — £6 | 4.6 (948 ratings) | |
13.7 3 — 49 | £8.99 | 4.6 (12,258 ratings) | |
15.9 7 — 27 | £6.17 £5.4 — £9.99 | 4.3 (71,703 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.