Much like Toys ‘R’ Us before the company had to sell off its stores, Amazon is ready to send you toy catalogs in the mail. It looks like Amazon is planning to mail a holiday toy catalog to “millions” of American homes and also distribute it at Whole Foods Market stores. There’s no mention of how Amazon might spin this familiar formula, but it obviously sees some value in this endeavor.
It seems odd for Amazon to mail a catalog, but when you think about it, it makes sense due to the timing. Despite Toys ‘R’ Us’ financial problems, it was still a major player in the toy world before it announced plans to close all its US and UK locations. So this is Amazon’s chance to reel in gift-givers who would have previously shopped at Toys ‘R’ Us.
It also shows that Amazon is not afraid to use elements from the retail playbook when it gives them a competitive edge. It will be interesting to see how Amazon handles this catalog and to see how much extra business it gets them.