The catalogue is roughly 70 pages long and comes with QR codes for many of the products featured.
“Amazon is excited to offer a new way for customers to shop for toys this holiday season,” Amazon said in a statement.
The catalogue comes with a distinct retro look, invoking memories of old Toys R Us catalogues that made the now-defunct toy retailer so successful. Some of the featured toys come with a QR code, allowing readers to instantly scan and shop for more products. Readers can also scan the product images in the catalogue with their Amazon App to get more information and add them to their shopping cart.
The move is Amazon’s latest in following the playbook of traditional brick-and-mortar retailers. The e-commerce giant started opening physical bookstores and convenience stores in recent years, while purchasing Whole Foods for $13.7b in 2017. It’s also been launching its own private-label brands at a faster pace, competing directly with the third-party merchants selling on its marketplace.
It’s also part of Amazon’s more aggressive effort to get more holiday shoppers onto its site. On Monday, Amazon announced that it was getting rid of the $25 minimum purchase requirement for “hundreds of millions” of items during this holiday season.
The catalogues will also be available at Amazon Bookstores and 4-star locations, the company said.
You can see the full catalogue here.