Rachel Stump | 

Amazon "Toys We Love" List for 2023 Is LIVE and Items Are Already on Sale

The Krazy Coupon Lady is an ad-supported service. Many offers on our site contain affiliate links, and we may earn a small commission if you make a purchase using them. Some posts are sponsored by the maker of the product, and we receive a fee for the post. Learn More.

If you’re wondering what toys to buy every year, the Amazon holiday toy list will help give you a good starting point. The official Amazon holiday toy list (aka the Toys We Love list) arrives every fall, around October. But this year, it was officially released on Sept. 12, 2023.

Below, we’ve made a list of all the hot toys you’ll want to scoop up. The list features over 200 toys and many exclusive toys just to Amazon, but we’ve picked out our absolute favorites.

For more deals on all the best holiday toys and electronics, download the Krazy Coupon Lady app for instant updates whenever the latest deals drop. You can also text HACKS or AMAZON to 57299 for more money-saving tips and Amazon deals.

P.S. Amazon announced that they’ll officially host a special Prime Big Deal Days sale happening in October. Stay tuned for more details on savings on toys, holiday gifts, and more.


Best Toys From Amazon’s “Toys We Love” List

a boy looking at the Amazon toy catalog

This year, Amazon vetted 200 toys for their annual Toy List. You can find top brands like LEGO, Mattel, Magna-Tiles, Barbie, Bluey, Disney, and more. This list also includes Amazon Exclusives, like the D100 Wonderful World of Color Tinker Bell and Squishmallow Rosie.

Of course, we only want to share the toys that we think make great deals or are actually worth investing in. Remember, popular licensed brands are going to cost a little more, just because they’re tied in with a big name. See our favorites below.

$24.99$30.38(18% off)
Price Summary
In and out of stock
Price Summary
Releases on 10/20. Pre-order now
$30.32$34.99(13% off)
Price Summary
$1.45 per day before discounts
$47.99$59.99(20% off)
$54.97$54.99(0% off)
$26.99$30.19(11% off)
Barbie Dreamhouse 2023
$154.99$199.99(23% off)
What to buy

TIP: Wanna see the holiday toy price war in action? As we get closer to the end of the year, compare Amazon’s prices with Target’s Top Toys list. You can also check out Walmart’s Toy List, which went live in late August 2023.



Tips For Shopping the Amazon Holiday Toy List

In past years, we found freebies hidden inside Amazon’s printed holiday toy catalog, including a free virtual item from Roblox, holiday stickers for kids, and a DIY cardboard craft. Find out everything to know about the Amazon toy catalog beyond just the top toys to shop for.


Get our best deals on the go

By entering my phone number, I want to receive promotional messages from The Krazy Coupon Lady. Message frequency varies. Text STOP to 57299 to end or text HELP for help. Msg & data rates may apply. View Terms & Privacy.