About the report: An analysis of 67,183 Lego products on Amazon during a week.
Data source: The ScrapeHero Cloud Amazon Search Results Scraper available on ScrapeHero Cloud.
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Introduction to the brand: LEGO is a global leader in children’s toys, known for its plastic building blocks introduced in 1949. Today, it’s a multi-billion-dollar brand with a significant presence across online marketplaces, including Amazon.
Top Lego Categories on Amazon
LEGO Building Sets dominate Amazon, with 50,259 product listings, significantly more than any other LEGO category.
Storage & Accessories hold third place with 935 listings, while Stacking Blocks (568) and Early Development & Activity Toys (193) represent much smaller portions of the market.
This highlights the importance of Building Sets as the primary growth and engagement driver on Amazon.
Customer Favorite: Top-Reviewed Building Set
The LEGO Classic Medium Creative Brick Box 10696 is the top-reviewed product in the Building Sets category.
It received a high review count (51,138) and overwhelmingly positive rating: 96% positive reviews (4 & 5 stars) and only 2% negative reviews (1 & 2 stars).
Price Range of LEGO products on Amazon
Our analysis of the LEGO products on Amazon illustrates a clear concentration of LEGO products within affordable price ranges.
The vast majority of listings (47,939 products) are priced under $50.
A significant number of products (9,202) fall in the $50-$100 range.
As prices rise, product listings notably decline, with progressively fewer options available in higher brackets: $100-$150 (3,540), $150-$200 (2,306), $200-$250 (1,483).
Interestingly, the number of products in the highest price range ($250+) slightly rebounds to 2,713 listings.
Least and Most Expensive LEGO Categories on Amazon
The most affordable LEGO categories on Amazon feature products with notably low average prices, often outside LEGO’s traditional building sets.
Dress-Up Accessories lead affordability at just $8.99, followed by Labels, Indexes & Stamps ($9.99) and Reading & Writing ($9.99).
Kitchen Toys ($10.99) and Collectible Display & Storage ($14.51) round out this accessible price range.
At the higher end of the spectrum, prices soar with technology-driven and collectible items.
Virtual Reality products top the list at an average of $554.07.
Statues, Bobbleheads & Busts ($462.49), Education & Crafts ($427.67), Xbox Systems ($269.99), and Remote & App Controlled Vehicles ($255.75) also represent costly investments.
Customer Ratings for LEGO Products
There is a strong positive trend in customer satisfaction with LEGO products on Amazon.
The vast majority of LEGO products have received high ratings: notably, 48,524 products achieved a 5-star rating, and an additional 15,444 earned 4 stars.
This illustrates overwhelmingly positive feedback and customer approval.
In contrast, lower ratings are minimal, with significantly fewer products receiving 3 stars (711), 2 stars (57), and just 88 products at 1 star.
The number of products without any customer ratings stands at 2,359.
This distribution strongly indicates high customer satisfaction and trust in LEGO’s quality and product experience on Amazon.
Key Players in the LEGO Amazon Marketplace
The following graph identifies the sellers with the largest number of LEGO product listings on Amazon.
Conclusion: The LEGO Market on Amazon
In conclusion, the analysis of over 67,000 Lego product listings on Amazon reveals a vibrant online marketplace for the toy brand.
Building Sets overwhelmingly dominate the platform with over 50,000 listings, highlighting their central role.
While a vast majority of Lego products are available at affordable price points under $50, the platform also has higher-priced items.
Notably, customer satisfaction appears high, with a significant number of products receiving 4 and 5-star ratings.
Finally, Amazon itself, along with a number of key independent sellers, are prominent players in offering this extensive range of Lego products to consumers.
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FAQ
Most LEGO products on Amazon are authentic, especially when purchased directly from Amazon or verified sellers. However, buyers should always verify seller reviews and ratings to ensure authenticity.
Buying LEGO sets on sale or during promotional periods on Amazon often offers the best value.
Categories like Collectible Display & Storage (average discount of 14.26%), Executive Desk Toys (14.07%), Bath Toys (12.51%), and Racks, Shelves & Drawers (11.65%) typically feature the highest discounts.
Targeting these specific discounted categories and comparing deals from various sellers can help buyers save significantly.
