Bestselling Toys & Games brands on Amazon UK in October 2025
In October 2025, Amazon UK's bestseller list for the Toys & Games category showcased 459 unique products from 183 different brands. Top brands among the bestsellers included Lego (47 products, 10.2% share), Pokémon (21 products, 4.6% share), and Amazon (5 products, 1.1% share). The prices of these bestselling products ranged from £0.97 to £149.99, with an average price of £16.91. Most bestsellers were priced in the £1-£20 range.
Products
Brands
Average Price
Top Brands
Analyzing the leading brands, we see that Lego, featuring 47 unique products, offered bestsellers priced from £6.07 to £67.99, with an average price of £20.23. It held a 10.2% share of the bestseller list and garnered an average rating of 4.8 stars from 219K reviews. With a selection of 21 unique products, Pokémon's bestsellers ranged in price from £5.32 to £122.99, averaging £31.70. The brand's share of the bestseller list was 4.6%, with an average rating of 4.3 stars based on 74K reviews. Amazon captured a 1.1% share of the bestseller list with 5 unique products. Its bestsellers had prices ranging from £29.99 to £199.99, with an average of £86.39, and an average rating of 4.6 stars from 11K reviews.
Top Products
These are the highest-ranked products in the category, measured by performance, pricing, and customer feedback. As top Amazon UK bestsellers, they show what resonates with shoppers and help brands spot what's working on the digital shelf. The highest average rank is 2.0, and the lowest is 11.4. The highest-rated product has 4.8 stars, while the lowest is 4.4 stars. In terms of pricing, the highest is £14.99, and the lowest is £4.82.
| Product | Average Rank | Average Price | Rating | |
|---|---|---|---|---|
2 1 — 6 | £14.99 £14.97 — £14.99 | 4.8 (6,099 ratings) | ||
4.7 1 — 30 | £4.82 £3.79 — £5.25 | 4.4 (36,090 ratings) | ||
11.4 2 — 44 | £5.5 | 4.7 (32,316 ratings) | ||
7 4 — 19 | £6.13 £5.99 — £6.95 | 4.7 (50,928 ratings) | ||
17.2 5 — 48 | £3.04 £2.99 — £3.49 | 4.3 (2,254 ratings) | ||
12.9 1 — 72 | £23.94 | 4.5 (154 ratings) | ||
16 4 — 59 | £106.91 £69.99 — £149.99 | 4.6 (487 ratings) | ||
17.2 2 — 65 | £43.45 £29.99 — £64.99 | 4.6 (3,832 ratings) | ||
27.5 6 — 62 | £5.29 | 4.4 (84 ratings) | ||
29.5 5 — 100 | £9.24 £8.49 — £9.99 | 4.2 (1,187 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.