Profitero discovers 70 per cent gulf in Christmas toy prices among online giants

Robert Hutchins

By Robert Hutchins

November 7th 2016 at 11:45AM
UPDATED November 7th 2016 at 11:54AM
Profitero discovers 70 per cent gulf in Christmas toy prices among online giants

Price wars kick off as Amazon found to be retailing leading Christmas toys on average of eight per cent cheaper than rivals.

Retail giants Amazon and Tesco are offering the UK’s best-selling toys at up to 70 per cent cheaper than rival ecommerce sites.

According to the independent research firm Profitero, a basket of the best-selling toys has – on average – totalled 15 per cent cheaper on Amazon and right per cent cheaper at Tesco.com than online at Toys R Us over the last month.

The firm cites that the online price of one best-selling toy sold via the retail behemoth Toys R Us has retailed at more than 70 per cent higher than at Amazon.

By analysing the prices of best-selling toys on Amazon and comparing them with the likes of Tesco, Argos and Toys R Us, Profitero has found that – with eight of the ten best sellers available online – the Amazon shopped basket averages at eight per cent cheaper than the average price among all four retailers.

The same basket bought from Toys R Us is seven per cent more expensive.

The analysis also showed that one of the top ten toys shopped online – a Finding Dory My Friend Dory – is on average 74 per cent more expensive online at Toys R Us than on Amazon.

“As Christmas approaches, we’re coming in to the most important buying season for toys,” said Profitero UK strategy and insights director, Andrew Pearl.

“It’s vital for brands and retailers to closely monitor their performance on the digital shelf to remain competitive. Savvy shoppers are increasingly researching products online to choose the best deals.”