Full Transcript:

Asha Bhalsod (00:10):
Hi everyone, and welcome to our very first episode of Play to Win. I’m Asha Bhalsod, founder of Etopia Consultancy. I’ve been in the Amazon space for over 15 years and spent the last 12 years closely working in the toy sector.

I’m thrilled to welcome our first guest, Stacy Hunt. Stacy is Head of E-commerce at Moose Toys and has been with them for 14 years. Welcome, Stacy!

Stacy Hunt (01:30):
Thank you, Asha! As you said, I’ve been with Moose Toys for 14 years and in the toy industry for over 20. I started my career in retail as a buyer, then moved into product development, sales, and finally e-commerce about 10 years ago.

I was drawn to e-commerce because it was fast-moving and constantly changing. Initially, Amazon felt like an exciting growth opportunity. But as I dug deeper, it became clear how different and nuanced it is compared to traditional retail. That challenge is what hooked me.

The Early Days of Amazon in Toys
Asha (04:07):
Let’s take it back to the mid-2000s. Amazon was a small retailer then, entering a market dominated by Toys-R-Us and Argos. How did Amazon position itself, and how was it different?

Stacy (04:51):
In the early days, Amazon was a disruptor. They focused on assortment, convenience, price, and reviews—things traditional retailers didn’t offer. Physical retailers were limited by shelf space, while Amazon gave customers endless choice and transparency. Their fundamentals—breadth, price, convenience—haven’t really changed. They’re the same pillars Amazon leads with today.

The Challenges for Brands
Asha (06:25):
Early days, selling on Amazon felt like magic—you listed a product and it sold. But what were the real challenges?

Stacy (07:05):
The biggest was the lack of control. Brands faced unauthorized sellers, counterfeits, and challenges with representation. They were used to designing packaging for shelves, not optimizing for a digital marketplace. Search suddenly mattered, logistics became demanding, and brands had to hold more inventory. Many were hesitant to embrace Amazon for fear of upsetting traditional retail partners.

Prime: The Game-Changer
Asha (11:01):
Prime changed everything. Suddenly, one-day delivery became the norm. How did that impact toys?

Stacy (11:41):
Massively. It changed consumer behavior. Last-minute Christmas shopping exploded because people trusted Amazon to deliver in time. Sales managers had to adapt too—Amazon’s demand-driven model meant waiting for last-minute POs, which was nerve-wracking compared to traditional early ordering.

Trends, Social Commerce & Strategy
Asha (13:37):
Toys are trend-led, license-driven, and movie-dependent. Amazon is algorithm-led. How do brands adapt?

Stacy (14:19):
By leaning into what Amazon does best: discoverability. It’s about timing, content quality, and being in tune with social trends. Amazon lowers the barrier to entry for trend-driven products if you execute the basics well—strong listings, good content, and smart advertising.

Deal Events: Black Friday & Prime Day
Asha (15:58):
What about Prime Day and Black Friday—should toy brands participate?

Stacy (16:32):
Absolutely. They’re not just for sales spikes—they boost discoverability and rankings long-term. Short, sharp deal bursts are more effective than long promotions, and they’re now an essential part of planning.

Content & Reviews: The Basics Still Matter
Asha (17:40):
A+ content, videos, reviews—they’re standard now. How critical are they today?

Stacy (18:22):
They’re non-negotiable. They give consumers confidence and drive conversion. We invest heavily in videos, titles, A+, and early review generation before any traffic-driving activity. Without these, nothing else works.

Winning on Amazon in 2025
Asha (19:38):
If a brand asked you how to win in 2025, what’s your advice?

Stacy (20:11):
Get the fundamentals right—content, reviews, and traffic. Don’t waste money on ads without these basics nailed. And remember, it’s your job as a brand to drive traffic, not Amazon’s.

The Future of Amazon in Toys
Asha (21:37):
What’s next for Amazon and toys in the next 5 years?

Stacy (22:02):
Personalization and AI will change everything—real-time, tailored experiences. Subscription and toy rental models might grow with eco-conscious consumers. Brands need to stay agile and curious.

Advice to Your Younger Self
Asha (24:17):
What advice would you give your younger self?

Stacy (24:36):
Stay curious. Don’t try to force old retail thinking onto Amazon. Embrace its differences. That’s how you win.

Asha (25:12):
Stacy, thank you so much. This has been fantastic.

Stacy (25:22):
Thank you!