In May 2000 the three top online sellers of toys were Amazon.com, eToys.com, and SmartKids.com. Don't bother looking for smartkids.com.  They aren't there anymore. Of course we know that Amazon is still around, and so is eToys. But early success doesn't guarantee staying power in any business.

Neither does offering quality products on an attractive website ensure the long term viability of an online business. A case in point is NaturalPlay.com which offers beautifully crafted classic toys that encourage imaginative play. No electronics or character brands are to be found on this site operated by a family business in Wisconsin. But NaturalPlay isn't only offering toys and art supplies for sale at this time. They are also offering their business for sale due to "economies of scale and investment beyond their means." Meaning that not enough people understand the importance of toys that allow a child to make of it what they will, and that a broader customer base is more profitable than a smarter customer base.

Both eToys.com and Amazon.com offer a diversity of types of toys. The smaller eToys is based in Denver, Colorado. It offers an affiliate program to other online businesses. It also has a birthday club and newsletter/catalog that remind customers to visit their site regularly for sales and special promotions. They also have a Safety Center on their website for tips on selecting safe toys and any recall information necessary. They work to get their name in front of customers on many levels. People know that they can find almost anything at Amazon.com and it has a proven reputation. Those things combine to make Amazon the go to place for online orders in general.