Amazon is taking advantage of Toys ‘R’ Us’ US demise by sending out its first printed holiday toy catalogue, with consumers expected to receive copies in their mailboxes in the coming weeks.
The e-commerce giant’s latest move to create a more authentic shopping experience comes in the form of a mail out, as the company prepares to send a 70-page catalogue to shoppers across the US.
The catalogue will be called ‘A Holiday of Play’ and will be distributed to millions of customers this month.
“Amazon is excited to offer a new way for customers to shop for toys this holiday,” the company said in a statement.
The retro-style catalogue has been designed to mimic early Toys ‘R’ Us catalogues, as Amazon looks to capture the failed retailers share of the toy market. However, in true Amazon tradition, the catalogues do come with a modern twist, with printed QR codes on featured products giving consumers the chance to instantly scan and shop their favourite products.
Readers will also reportedly be able to use their Amazon App to scan images from within the catalogue, providing them with more product information and encouraging them to add their favourite items to their cart.
Spectators believe the catalogue is part of the company’s strategy for getting more shoppers on its site over the holiday period, after investors were disappointed by Amazon’s Q4 profit guidance.
Amazon released its Q3 results in late October, revealing a 29 percent increase in net sales, but the company’s strong momentum over the last three months was overshadowed by its lower-than-expected profit guidance for the holiday season.
In its 2018 fourth quarter guidance, Amazon estimated net sales to be between $66.5 billion and $72.5 billion, equating to a growth of ten to 20 percent over the quarter. These predictions fall short of analysts earlier forecasts of $US73.8 billion.
The results were surprising to many, as Deloitte Insights had predicted a 22 percent increase in online spending in the US over the festive period, with onlookers assuming Amazon would benefit from this boost in sales.
Amazon also announced on Monday that it’s getting rid of its $25 minimum purchase requirement for free shipping on hundreds of millions of products over the festive season, proving the company’s commitment to taking a share of the US retail market’s holiday spending.