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Holiday Toy Prices Vary by as Much as 49 Percent Online

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. The chart below shows the average price index for a basket of toys by retailer:

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. Price disparity across the four major retailers is captured in the table below.

“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 failure.”

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.

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 Amazon.com, Target.com, Toysrus.com and Walmart.com. 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 Profitero.com.

SourceProfitero Press Release

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Ina Steiner
Ina Steiner
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). She is a member of the Online News Association (Sep 2005 - present) and Investigative Reporters and Editors (Mar 2006 - present). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com. See disclosure at EcommerceBytes.com/disclosure/.