Amazon Is Number One in the U.S. for Toys and Baby Products
Amazon $AMZN is the top shop for toys and baby products among US shoppers: 48% used it in 12 months, more than double LEGO's 24%. Five Below $FIVE 20%, Temu 15%, Carter's $CRI 14%, Build-A-Bear $BBW 12%, Mattel $MAT and American Girl 10% each. 1,220 US adults, Jul 2025. Source: Statista.
Amazon holds a commanding lead in US online shopping for toys and baby products. According to a Statista Consumer Insights survey of 1,220 US respondents aged 18 to 64 conducted in July 2025, 48% said they had used Amazon $AMZN for toys or baby products in the past 12 months, more than double the share of any other retailer measured. LEGO came in a distant second at 24%, followed by discount chain Five Below $FIVE at 20% and fast-growing marketplace Temu at 15%. Clothing retailer Carter's $CRI reached 14%, Build-A-Bear Workshop $BBW recorded 12%, and Mattel $MAT and its American Girl brand each stood at 10%. The gap between Amazon and every other name on the list highlights how deeply the platform has embedded itself in everyday household shopping habits, even in a category long associated with specialty retailers and toy brand loyalty. Newer low-cost entrants like Temu are already ahead of several established names, a sign of how quickly shopping habits in this category can shift. Source: Statista Consumer Insights via Statista.