Amazon makes major print move

In a drive to win the business up for grabs after the demise of Toys R Us in the US online giant Amazon is going conventional with plans to publish a holiday toy catalogue.

The printed guide will be mailed to millions of US households, and handed out at Whole Foods Market locations, the grocery chain Amazon bought last year.

Even though its primary audience was digital savvy kids Toys R Us printed a 100 page catalogue every year, with a print run in the millions. Rivals Walmart and target also publish printed catalogues with runs in the millions.

Amazon’s toys catalogue is part of its attempt to grab some of the huge toy market that Toys R Us had, and marks a departure in strategy for what has always been an online business.

Toys R Us generated US$6.5bn in US sales last year. Its Big Book toy catalogue has been a key plank in its sales and marketing strategy.


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