The retailer believes it is the perfect way for indies to extend their reach and build revenues.
The site already boasts two million affiliated sellers, and they account for 30 per cent of all Amazon’s sales measured by unit.
Unlike other sites, Amazon does not charge a listing fee, so sellers can offer as wide a range as they like. They will be charged an average referral fee of 15 per cent on sales, plus a monthly subscription of £25 – although at the moment the first month is free.
Amazon boasts 130 million active customers and toys is a key/increasingly important part of its product mix.
To find out more about the retailer's plans, click here.