Amazon reportedly planning holiday toy catalog, mimicking traditional retailers

Key Points
  • Amazon is planning to publish a holiday toy catalog, people with knowledge of the matter told Bloomberg.
  • The strategy would be the online retailer's latest move to mimic traditional retailers.
  • The failure of Toys R Us puts market share in toys up for grabs.
A Bratz doll sits on a shelf in the Amazon distribution centre.
Michael Crabtree | Bloomberg | Getty Images

Amazon is planning to publish a holiday toy catalog, following a strategy employed by traditional retailers, including Walmart and now-defunct Toys R Us.

People with familiar with the strategy told Bloomberg the catalog would be mailed to millions of U.S. households and distributed at Whole Foods locations. In 2007, the online giant published a hot-holiday toy list on its website, according to Bloomberg.

Amazon declined CNBC's request for comment.

The catalog represents another move from the online retailer to incorporate strategies used by brick-and-mortar stores. Having a wide selection of toys at good prices is a way to woo shoppers during the holiday season. Parents often begin buying toys for their children during the fall.

This year, many retailers will be looking to snatch up business that would have gone to Toys R Us. Party City, for example, plans to open temporary toy shops later this year.

Bloomberg reports that Amazon also considered acquiring Toys R Us locations earlier this year after the toy retailer filed for bankruptcy and announced plans to shutter U.S. operations.

Last year, the online giant bought Whole Foods for $13.7 billion, expanding its physical footprint.

Read more about Amazon's plans in Bloomberg's report.