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

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 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.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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