Toys listed under AmazonBasics brand

The online retail giant adds the first toys to its private label business – including soft play and toy storage

Written by Rhys Thomas

Posted 18.12.2018 | Retail

Toys listed under AmazonBasics brand thumbnail

Toys were silently added to Amazon’s private label business recently, before swiftly being taken down from the site.

A handful of items, including a Soft Play Single Tunnel, were added to AmazonBasics collection, the online retail giant’s own-label for charger cables, clothes hangers and other daily essentials.

The listing was spotted by Amazon-tracker TJI Research, which discovered four skus in total. Along with the aforementioned tunnel, a Soft Play Climber, Soft Play Climb and Crawl Play Set, 5-Piece and a Kids’ Toy Storage Organiser were live on the site, but have since been removed from sale.

Image: TJI Research / Amazon

The soft play toys are described by Amazon as offering kids “loads of learning entertainment, whether it’s practicing coordination and gross motor skills or simply releasing energy with rough-and-tumble time”. But it seems these items are geared more towards childcare professionals than busy parents, promoted as a “a great choice for a playroom at home, a day care centre, or a pre-school classroom”.

This is the first time toys have been added to the AmazonBasics range, and continues Amazon’s incremental push into the toy business following the collapse of Toys R Us. A month ago it mailed out millions of Christmas toy catalogues to its shoppers in the States, and they responded in kind over Black Friday and Cyber Monday by ordering more than 18 million toys.


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