Who Is Number One in the U.S. for Toys and Baby Products?

Amazon clearly dominates online purchases of toys and baby products in the United States. In the past twelve months, 48 percent of respondents used the marketplace for such purchases. This puts Amazon at exactly twice the level of LEGO, which ranks second at 24 percent, according to a recent Statista Consumer Insights survey. The U.S. discount retailer Five Below was used by 20 percent of respondents, followed at a considerable distance by Chinese online marketplace Temu at 15 percent and Carter’s, a retailer specializing in baby and children’s apparel, at 14 percent.

The gap highlights the extent to which shopping in this category is concentrated on major digital platforms. While specialist brands and retailers still reach meaningful audiences, they cannot match the market leader’s reach. For manufacturers, Amazon has therefore become a pivotal sales channel, combining visibility, breadth of assortment and fast availability. Competition may increasingly centre on how brands preserve direct customer relationships alongside the dominant platforms.

Statista Consumer Insights is a data-driven market research and analytics tool based on large-scale, representative online surveys conducted in many countries. It provides detailed information on consumer behavior, attitudes, media use, brand perception and target groups. Companies, agencies, market researchers and strategists use the service to define target audiences, compare markets and brands, track trends and tailor campaigns or product strategies to specific consumer segments.