Press Release

<< Back Delivers Holiday Cheer with the 2016 Holiday Toy List

Customers can easily shop the earth’s largest selection of toys and games, starting with Amazon’s top 100 picks for this holiday season or by browsing our curated lists sorted by trend – tech toys, STEM toys, mini figurines, crafts and DIY, active play, classic toys, family night and more

New deals offered each day throughout the holiday season, including items from top brands such as Disney, Little Tikes, Barbie, Melissa & Doug, Star Wars, K’NEX, LeapFrog and TEGU

SEATTLE--(BUSINESS WIRE)--Oct. 13, 2016-- (NASDAQ: AMZN) – today unwrapped its 2016 Holiday Toy List (, a hand-selected list of more than a thousand of the season’s most sought-after products for kids featuring the hottest toys, games for the entire family, electronics, popular books, learning toys and more. In addition to once again spotlighting Parent Picks, Kid Picks and STEM Picks, the Holiday Toy List also enables customers to easily shop the latest trends – Tech Toys, Mini Madness, Craft & Create, Active Play and Treasured Toys, making it easier than ever for customers to find the perfect gift for every child on their list. Also new this holiday season is Amazon’s Top 100 list, ideal for busy shoppers who want to quickly and conveniently shop a condensed version of the Holiday Toy List and the best-of-the-best toys and games.

Shop by Trend this Holiday Season

New this year, the Holiday Toy List includes videos that highlight the must-have products in each of the list’s editorial categories. Parents and kids can enjoy the videos together and shop the featured products on the same page as the video. Featured videos include Top 100, Parent Picks, Kid Picks, STEM Picks and more!

“Amazon’s Holiday Toy List features our favorite toys for every child on your list, hand-selected by our team of toy experts. Customers can easily shop Parent Picks, Kid Picks or the top trends for the season to find the perfect toy for every child, all from the comfort of their home or on-the-go from a mobile device or tablet,” said Eva Lorenz, Category Leader of Toys & Games for Amazon. “With millions of toys and games to choose from on Amazon, the Holiday Toy List highlights the best toys and games of the season at the lowest prices with convenient shipping options so parents can spend more precious time with those who give meaning to the season.”

Voice and Mobile Shopping

Last holiday season, nearly 70 percent of customers shopped using a mobile device and customers shopping on Amazon’s mobile app more than doubled. Customers who prefer to shop for the hottest toys away from their desktops will find it easier than ever before with the new mobile Holiday Toy List experience, ideal for browsing and shopping on your phone or tablet at home or on-the-go. For those who prefer to shop hands-free this holiday season, they can do so with the help of Alexa, available on the Amazon Echo, Echo Dot, Amazon Fire TV, Amazon Tap and more. With more than half a million Prime-eligible toys available to order via Alexa-enabled devices, customers can purchase all the must-have gifts on their child’s wish list with just their voice. It’s as simple as saying, “Alexa, order Play-Doh,” to their Alexa-enabled device such as the Amazon Echo Dot, and Alexa will search for the lowest-priced option that ships with Prime and apply available discounts. Prime members are already ordering popular toys such as the Star Wars Sergeant Jyn Erso figurine from Alexa.

Can’t Miss Daily Deals

All items on Amazon’s Holiday Toy List will be featured in a daily deal this holiday season, with deals offered on products from top brands such as Disney, PowerWheels, Ravensburger Puzzles, Monster High and Green Toys. Starting today, customers can enjoy up to 40% off select Melissa & Doug Toys, with additional deals on Hasbro Games, Play-Doh, Nerf and FurReal Friends to follow.

Anticipated Best Sellers and Exclusives

The Holiday Toy List features hundreds of popular items that will appeal to kids of all ages and interests. Some of the anticipated best-selling toys and games for this holiday season include:

In addition, customers can discover toys available exclusively from Amazon on the Holiday Toy List, including:

Fast, Free Shipping Options

Customers who shop the Holiday Toy List will find the same tools and helpful information they have come to know and love from Amazon, including fast, free shipping options – unlimited Free Two-Day Shipping on more than 30 million items with Amazon Prime, Prime Free Same-Day Delivery in 27 cities, and Prime Now where customers can find more than 3,000 toys available for one- and two-hour delivery in more than 30 U.S. cities – millions of helpful customer reviews, best-sellers and personalized product recommendations. For more information on the 2016 Holiday Toy List, please visit

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About Amazon

Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Fire tablets, Fire TV, Amazon Echo, and Alexa are some of the products and services pioneered by Amazon. For more information, visit

Source:, Inc., Inc.
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