median images in the median Toys & Games category
top sellers with a brand video, median category
median creator videos per top listing
top sellers using A+ Content, median category
Most content-saturated
Toys & Games categories where the leaders are most built out — expect a high content bar.
Biggest content openings
Toys & Games categories where even the top sellers are light on content — the fastest places to stand out.
Toys & Games categories
Benchmarks for each Toys & Games category, measured from the top 10 best sellers.
| Category | Images | Brand video | Creator videos | A+ Content |
|---|---|---|---|---|
| Arts & Craftsmedian across 10 categories | 6 | 7 of 10 | 10 | 10 of 10 |
| Baby & Toddler Toysmedian across 13 categories | 7 | 7 of 10 | 10 | 10 of 10 |
| Building Toysmedian across 4 categories | 7 | 9 of 10 | 10 | 10 of 10 |
| Collectible Toysmedian across 2 categories | 7 | 7 of 10 | 9 | 10 of 10 |
| Dolls & Accessoriesmedian across 5 categories | 6 | 6 of 10 | 8 | 9 of 10 |
| Dress Up & Pretend Playmedian across 7 categories | 7 | 4 of 10 | 7 | 9 of 10 |
| Games & Accessoriesmedian across 13 categories | 6 | 7 of 10 | 10 | 10 of 10 |
| Hobbiesmedian across 9 categories | 6 | 8 of 10 | 10 | 8 of 10 |
| Kids' Electronicsmedian across 9 categories | 7 | 9 of 10 | 10 | 10 of 10 |
| Kids' Furniture, Décor & Storagemedian across 1 categories | 7 | 5 of 10 | 10 | 9 of 10 |
| Learning & Educationmedian across 10 categories | 7 | 9 of 10 | 10 | 10 of 10 |
| Novelty & Gag Toysmedian across 17 categories | 6 | 8 of 10 | 9 | 9 of 10 |
| Play Vehiclesmedian across 5 categories | 6 | 9 of 10 | 10 | 9 of 10 |
| Puppets & Puppet Theatersmedian across 5 categories | 6 | 8 of 10 | 5 | 7 of 10 |
| Puzzlesmedian across 8 categories | 7 | 8 of 10 | 10 | 10 of 10 |
| Sports & Outdoor Playmedian across 23 categories | 6 | 8 of 10 | 10 | 10 of 10 |
| Stuffed Animals & Plush Toysmedian across 5 categories | 7 | 9 of 10 | 10 | 10 of 10 |
| Toy Figures & Playsetsmedian across 2 categories | 6 | 6 of 10 | 7 | 8 of 10 |
| Tricycles, Scooters & Wagonsmedian across 6 categories | 7 | 9 of 10 | 10 | 9 of 10 |
Falling behind on Amazon?
Benchmark your digital shelf against top sellers to find the biggest opportunities to increase sales — and the content gaps behind them.
Source: Cohley's Amazon Content Benchmarks, August 2026 snapshot. Benchmarks describe the top 10 best sellers in each category — the leaders, not the average listing. Read the methodology.