It has become the largest retailer of its kind by having a shopper-friendly Web site and a head start on traditional stores. Earlier this month, Amazon also announced plans to sell toys during the holidays. No wonder smaller retailers are using Web sites as a defense against rivals. But it keeps your name out there at no cost. The top 10 toy retailers in 1997 and how their market share has changed since 1995.
Figures are the percentage of total traditional toy sales. .
Wal-Mart 16.4 15.3 14.6. KMart 8.2 8.3 8.5. Target 7.1 6.4 6.1. KB Toys 6.1 6.2 4.3. JC Penney 1.5 1.7 1.5.