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EcommerceBytes-NewsFlash, Number 3097 - June 28, 2013 - ISSN 1539-5065    3 of 3

Amazon Launches Toys and Games Store in Canada

By Ina Steiner
June 28, 2013

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Amazon launched a Toys & Games store in Canada that it says offers one of the largest selections of toys in Canada - "including toys customers won't find at most retailers." The new store features more than 300,000 toys for all ages including brands such as LEGO, Hasbro, LeapFrog, Melissa & Doug, Mattel and Crayola.

It's a bit surprising Amazon hadn't launched a toy store in Canada prior to this month. The new Amazon.ca toy store is in beta, according to the Amazon site:

"During this beta phase, we'll be testing different features and gathering input from customers like you to ensure that Amazon.ca provides the best possible experience for online shopping. We want you to find the same value and selection you expect from the other Amazon.ca stores and we'll be working to add new selection and brands to the store.

"Even though the store is in beta, our primary features should all be functional, so feel free to search, browse and buy. But be sure to come back often, as we'll only be making them better."

The toy store portal page gives shoppers various ways to shop - by price (Shop by price - $10 and under; $25 and under; $50 and under); by gender (Girls' Toys & Games; Boys' Toys & Games); and by age (0-2; 2-4; 5-7; 8-13; and 14+).

It also serves up Featured Categories such as Action Figures, Preschool Toys, and Dolls & Accessories.

And scrolling down the page brings shoppers to slideshow features allowing them to scroll through "Top-Rated Building Toys;" "Best Selling Educational Electronics;" and Featured Brands & Characters. And not surprisingly, the Amazon Canada toy store has lots of ways to filter items in the column on the left side of the page.

Amazon has been picky about third-party sellers in the toy category, and it further restricts the category each holiday shopping season. However, sellers unable to list toys directly during the holiday-shopping "blackout" period can do so using Amazon's FBA fulfillment service

Amazon Canada told shoppers if there were specific products or features they'd like to in the Amazon.ca Toys store, they could email Amazon at ca-toys-feedback@amazon.com.

About the author:

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.

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