Prices for Season’s Hottest Toys Can Vary as Much as 49 Percent Online

Walmart prices are seven percent lower than average while Target’s
are six percent higher

BOSTON–(BUSINESS WIRE)–#Ecommerce–Heading into Black Friday next week, Walmart and Amazon have the best
prices online for the season’s hottest toys, according to research from
global eCommerce analytics firm Profitero.
On average, Walmart’s toy prices are seven percent lower than other
retailers for the same products.

Profitero’s analysis, conducted on November 10, looked at the 16 toys on
Walmart’s “Chosen by Kids” toy list 2016 which are also available
through three other major online retailers: Amazon, Target, and Toys R
Us. See Chart A above ‘Average Price Index by Retailer’ for a
comprehensive chart of the average price index for a basket of toys by

The Profitero analysis also showed that the price for the same product
can vary greatly between online retailers. The Barbie Rainbow Cover
Princess Castle Playset, for example, was 49 percent less expensive on
Amazon and Walmart than on Toys R Us. See Chart B above ‘Prices Across
Retailers’ for a chart that shows the price disparities.

“As the busy holiday season heats up, brands and retailers that want to
remain competitive must closely monitor their performance online,” said
Keith Anderson, SVP of strategy & insights at Profitero. “After all,
consumers know to compare prices across multiple sites, and a difference
of five percent or more could be the difference between success or

Profitero also analyzed consumer ratings for products across retailer
sites, showing that the same product can have a higher or lower rating
depending on the site. On Amazon, for example, Hot Wheels A.I.
Intelligent Race System Starter Kit received a 3.5 rating, but the same
product scored 4.9 on Toys R Us.

“Higher numbers of reviews and better quality star ratings can lead to
higher sales, so brands must also focus on driving positive shopper
engagement this season,” added Anderson.

See Chart C above ‘Rating Across Retailers’ for a chart capturing
consumer ratings for products on the top four sites.

Profitero offers global retailers competitive price monitoring on an
automated basis daily. More holiday related insights from Profitero are
available at our Holiday
2016 Microsite

Notes about the analysis: This analysis is based on 16 toys on
Walmart’s “Chosen by Kids” toys list 2016 that are available across the
four major online retailers: Amazon, Target, Toys R Us and Walmart. The
source of the analysis, compiled on November 10, 2016, is,, and All product names, logos, and
brands are property of their respective owners.

About Profitero

Profitero monitors what shoppers see and buy online, actively tracking
more than 300 million products across 40 countries for global consumer
brands and retailers. Real-time eCommerce analytics, insights and
strategic recommendations pinpoint how to improve daily performance
across your sales channels.

Our proprietary digital monitoring technology is uniquely combined with
sales data, ensuring that you maintain or increase market share. Many of
the world’s leading brand manufacturers and retailers work with us to
measure and improve their eCommerce performance, including General
Mills, L’Oreal, Beiersdorf, Sam’s Club, Morrisons, Waitrose, Ocado, and
Delhaize. For more information visit


Greenough Communications
Amy Legere, 617-275-6517