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What Toys to Sell and How to Source It – Amazon/eBay 2019

Sell on Amazon or eBay Christmas 2019

Early preparation pays here.

If you want to boost your online sales this Christmas, you should focus on the biggest-selling category: Toys - new and yes, even used.

Don't bother trying to figure out what are going to be the hot 'fad' toys. This year, I'm expecting another huge increase of Amazon/eBay sellers all chasing the same new toys in stores (which inevitably leads to plummeting prices.)

Instead, improve your chances of bigger profit with my helpful strategies for...

eBay sellers: (if you are an Amazon seller, scroll further down)

  • Source used (and new) toys NOW at thrift stores and garage sales - focus on major brands and characters (DC Comics, Disney, Fisher Price, Lego, Hello Kitty, Teenage Mutant Ninja Turtles, Hot Wheels etc.). Yes, you can find still-sealed new toys at many thrift stores and garage sales.  Optional:  If you want the extra assurance to know EXACTLY what pre-owned toys to look for, you can use this guide
  • Source new toys clearance-priced (70% or more off) at the major box stores (Walmart, Kmart, Target), focus
    on the major brands and characters (see above)
  • Join an online help group like ProvenQ4 to tell you exactly what to buy online and in stores for big profits!

Amazon sellers**:

Before reading, ensure you are up to date with Brand Restrictions

  • Source new toys (and used - Amazon calls them 'collectible') NOW at thrift stores and garage sales - focus on major brands and characters (DC Comics, Disney, Barbie, Fisher Price, Lego, Hello Kitty, Teenage Mutant Ninja Turtles, Hot Wheels etc.). Yes, you can find still-sealed new toys at many thrift stores and garage sales.
  • Source new toys clearance-priced (70% or more discount) at the major box stores (Walmart, Kmart, Target), focus on the major brands and characters (see above)
  • Join an online help group like ProvenQ4 to tell you exactly what to buy online and in stores for big profits!

Good luck!

Do you find the above useful? Did I miss something? Please post a comment below.


** If you are an Amazon seller, you ARE permitted to sell toys during the holiday season as long as a.) you sell your toys via FBA and b.) your account is in good standing


{ 24 comments… add one }
  • Russell Ernst November 1, 2016, 7:32 pm

    I’ve been cleer platinuming for the past three weeks on line..also bought tons (and sent in) from Hastings going out of business..my favorite to shop in person are Sam’s and walmart clearance isle..most of the Xmas stuff i bought from Hastings has sold out..best oct ever..thanks to you i’m spending time online with cleer platinum…love it!

    • Jordan Malik November 1, 2016, 10:22 pm

      GREAT to hear this Russ, super happy you’re crushing it!

  • albert April 27, 2016, 10:43 am

    Hi am from africa am a new seller on FBA I would like to know if it is possible to get toys from wholesalers in China that are not name brands and sale them in amazon FBA.

  • Laura November 16, 2015, 11:12 pm

    Hello Jordan,

    I’m sourcing toys to sell this holiday through Amazon FBA. I have read that items related to the Frozen movie are restricted. Does this apply to each and every Frozen toy? What happens with other Disney characters? For example, can I sell Disney princess art sets? Thank you very much for your assistance.

    • Jordan Malik November 17, 2015, 7:14 am

      To my knowledge, all sellers require approval from Amazon to resell Disney Frozen merchandise and Star Wards Episode VII merchandise.
      To my knowledge, the restriction does not apply to “Disney Princess” merchandise or other Disney Characters
      If in doubt, inquire with Amazon Seller Support.

      • Mary August 21, 2019, 7:28 pm

        I was sourcing last Saturday and all Disney items I scanned all came up restricted. Same with the Hasbro toys.

  • Diana September 25, 2015, 7:36 pm

    Thanks Jordon for the sharing.

    Regarding the gated Star Wars in Toys category, what are the ways we can go about getting gated?

    • Jordan Malik September 26, 2015, 7:48 am

      Already answered that here. If you’re an authorized reseller, approved by the licensor (Star Wars) and/or product manufacturer, you can’t. This applies only to the Star Wars VII Force Awakens merchandise. You can sell other Star Wars merchandise.

  • Cynthia Williams September 12, 2015, 5:10 am

    Great article, Jordan. Keep up the good work! As you probably know, Hasbro has already released a new line of Star Wars toys including Furbacca and BB-8 to coincide with the new Star Wars movie that is set to hit theaters right before Christmas. Are you suggesting staying away from these particular toys? Don’t you think demand will outweigh supply and drive prices up? I mean, people always go nuts over Star Wars toys. I read an article that said Hasbro is projecting $3 BILLION in merchandise sales by the end of the year. Now, I could be wrong, but I think there could be an opportunity for online sellers to purchase these new toys at retail price right now – while they’re still available – and make anywhere from 25-50% or more in profit during the holiday season. What do you think? In my opinion, the only thing that would prevent this from happening is Amazon completely dominating the Buy Box of these particular listings. But they and other major retailers have to sell out eventually, right? And when they do, that’s where resellers like you and me come in. What does your experience tell you? I’m curious to see what you think. I get what you’re saying about sourcing out-of-production new and used toys where margins can be into the triple digits but the problem with that is it takes more time to find profitable items and when you do you can’t buy them in large quantities.

    • Jordan Malik September 12, 2015, 10:38 am

      Hi Cynthia. I don’t have the link to the amazon seller support page that states this, but Amazon is restricting reselling of star wars toys/products based on the upcoming movie (Star Wars VII), you have to be approved (=you have to be an authorized reseller/retailer, and that’s nearly impossible to obtain). The only way to make a profit on Star Wars Episode VII is via another major marketplace like Ebay (where there are no restrictions) BUT you are up against 2 challenges: 1.) Assuming specific Star Wars VII toys will end up being scarce (thus driving up price beyond the retail MSRP/near retail MSRP price that you’ll pay, so you can make a significant profit); and 2.) “Bandwagon” Resellers all chasing the same hot toys. That’s why I always say ‘go underground’ and don’t exclusively try to jump on the trends. More help: https://jordanmalik.com/blog/?s=christmas

  • Tiana August 25, 2015, 2:05 pm

    Awesome tips, thanks Jordan! We have a couple of clients that are toy retailers…I know how busy they get during the holidays. Great suggestion for retailers that don’t typically sell toys to list them during the holidays. I will share this on the ecomdash Facebook page!


  • Shawn Searcy August 24, 2015, 10:50 pm

    Just checking, to sell “Frozen” merchandise, you need to be Approved or Amazon more relaxed on this in 2015? I backed off from those in Nivemver last year, hate for Sellers to buy, send in and have it returned…thanks!

    • Jordan Malik August 25, 2015, 11:10 am

      Hi Shawn, I’m not sure about that one. My suggestion is reach out to Amazon seller support, see if they still have Frozen merchandise restricted.

  • Adrian August 24, 2015, 3:25 pm

    Thank you for posting this Q4 reality check. Sellers need to focus on what works NOW and stop reminiscing on how easy it was 3 years ago. Amazons prices are almost in tandem with big box store sales and ads. Its not worth it to gamble.

  • Selin December 23, 2014, 9:55 pm

    Thank you Jordan. I will check out your ebook.

  • Selin December 23, 2014, 1:03 pm

    Hi Jordan,
    Thank you for all the detailed information you provide on your blog. I’ve recently discovered your blog after FBA entered my radar and I really like its content is updated regularly unlike some others’.
    I’d like to get your expert opinion on something. You are an avid defender of getting profit from plush toys. And I am interested in selling some plush toys that I found at local thrift stores. They are used but have tags and original barcodes on and extremely clean. However, when I check Amazon’s restricted or unrestricted categories I notice that only NEW and COLLECTIBLE condition toys are allowed for new sellers. Does that mean all the people who say they sell plush toys on Amazon are approved sellers or can I just list these plush toys as collectible- though I don’t believe that they are! 🙁
    Your help would be much appreciated. Thanks.

    • Jordan Malik December 23, 2014, 1:24 pm

      You can sell them as ‘collectible’ as long as they’re clean, 100% complete with or without the original retail tags. For more help see my ebook http://plushprofits.com


  • Ann Bartholomew October 15, 2014, 11:51 am


    All three links to Jenni’s guides are the same….

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