Full Transcript:

Asha Bhalsod (00:12):
Welcome to today’s episode. I’m Asha Bhalsod and I’m joined by the brilliant Hannah Hughes. I don’t say that often, do I, Hannah? Between us, we’ve spent over 20 years deep buried in the world of Amazon, especially in the toy category, which never stops evolving.
Hannah, it would be great to get a small introduction from you.

Hannah Hughes (00:33):
Sure. Thank you for having me on your new podcast. I didn’t expect to be invited! I’m Hannah, Commercial Director at Etopia, and I’ve been in the Amazon space for about eight years, predominantly in agencies. I’ve worked across many categories but today we’re diving into toy trends and how toy brands are growing on Amazon. It’s changing very quickly.

Asha Bhalsod (01:18):
OK, let’s get straight into it. You know, I’ve been in the toy space for quite a long time, and I talk about this quite often. I can see the evolution, and how much it’s changed for you. You’ve probably really grown your awareness of the toy industry after coming to Etopia. How do you describe the category in one sentence?

Hannah Hughes (01:38):
It’s really difficult because before Etopia, I didn’t spend much time in toys. A lot of my categories were electronics, beauty, baby. What’s misunderstood is the volumes done in Q4 compared to the rest of the year, but also the stock in-and-out. You might have stock one day, then none, or it’s discontinued. It’s fast-moving and hard to plan, which is different from other Amazon categories.

Asha Bhalsod (02:27):
Yeah. I find it fascinating. People say toys are like FMCG, with demand forecasting and fast movement. We’re here to talk trends, and it’s very appropriate to align the category with these trends.

Hannah Hughes (02:52):
Absolutely.

Asha Bhalsod (02:52):
At Etopia, we’re seeing more toy brands treat Amazon like a direct-to-consumer channel—not just a retail listing.

Hannah Hughes (03:06):
Yeah.

Asha Bhalsod (03:09):
We get frustrated educating brands on this. Why do you think this shift is happening?

Hannah Hughes (03:18):
More toy brands want a direct relationship with Amazon instead of going through distributors. It could be due to Amazon clamping down on distributors or brands wanting more control over pricing, content, and data. Brands want ownership of what they do on Amazon.

Asha Bhalsod (03:54):
Right. Tools like Brand Registry, A+ content, and analytics let toy brands act like DTC brands, but without the same scale.

Hannah Hughes (04:06):
Yeah. Amazon has evolved. Store pages and A+ content make it more brand-like, less like just Amazon, which toy brands are only now embracing.

Asha Bhalsod (04:30):
How do you see mobile impacting all of this?

Hannah Hughes (04:36):
It’s the top topic. A few years ago, everyone improved A+ content but not mobile-first. Now shoppers are on phones, especially parents looking for toys. Content must be mobile-optimized first, desktop second. Brands are waking up to this.

Asha Bhalsod (05:31):
We see clients succeeding with mobile-first merchandising: shorter bullets, mobile-optimized A+ content. But many toy brands invest heavily offline and don’t realize the importance of their Amazon storefront.

Hannah Hughes (06:20):
It’s not just imagery and A+ content—video is a big opportunity. Brands lack resources to create video, but it really makes them stand out on Amazon. We’ll see more video and lifestyle clips. Some brands use UGC and upload it to Amazon already.

Asha Bhalsod (07:08):
I like hearing us talk about this evolution. The “brilliant basics” still hold, but now it’s basics on steroids. Search behavior has evolved, too. When Amazon Ads first launched for toys, many questioned investing there.

Hannah Hughes (08:02):
Search used to be generic but now is more specific. Parents search for STEM kits, Montessori toys. Social media like TikTok pushes educational and beneficial toys. For me, it makes buying toys feel less guilty when they have an educational purpose.

Asha Bhalsod (08:51):
What do you think about bidding on broad terms like “toys”?

Hannah Hughes (09:27):
Big players own that space and have big budgets. But if you don’t play, you won’t be seen. As long as your fundamentals are strong, it’s worth trying. Lower-cost ad placements lower on the page can still work, because shoppers scroll a lot in toys.

Asha Bhalsod (10:16):
Keywords and copy must align. The basics haven’t changed. TikTok has huge influence now, driving shoppers to Amazon.

Hannah Hughes (11:11):
Advertising on TikTok is cheaper than Amazon CPCs, which are high in toys. Early adopters can drive brand awareness on TikTok and push traffic to Amazon, creating a powerful combo.

Asha Bhalsod (11:35):
Especially during Prime Day and key periods, we see brands using TikTok to build traffic off Amazon but convert on Amazon.

Hannah Hughes (15:02):
Content is king in toy brands, but many don’t bring their TV ads and marketing content into Amazon. What’s stopping that? Is it mindset, historic relationships?

Asha Bhalsod (15:40):
It’s a mix. A big issue is marketing and Amazon teams not collaborating. Budgets sit with marketing but aren’t coordinated with Amazon advertising. They need a unified strategy. Amazon gives direct ROI unlike many other channels.

Hannah Hughes (17:14):
Brands can critique Amazon because the metrics are in front of them, which can be challenging.

Asha Bhalsod (17:41):
If I had to sum up Amazon growth in toys in one sentence: Treat your Amazon presence like your flagship store. It’s your brand, your story, and your growth engine.

Hannah Hughes (18:01):
Love it.

Asha Bhalsod (18:12):
Thanks for joining and interviewing me!

Hannah Hughes (18:17):
Always. 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!