November 15, 2012—Holiday Alert–Amazon, Inc is still the main man when it comes to toy prices. Currently, Amazon.com is beating out major retailers like Target and defending champ, Wal-Mart, for cheapest priced toys as parents and buyers begin their holiday shopping. The battle between online and brick and mortar pricing has heated up in the last few months as Wal-Mart and other retailers attempt to contend with Amazon’s online pricing and shipping model.

In a recent survey with price comparisons on 125 selected toys, Amazon had lower prices than Wal-Mart on 44 percent of the items as Wal-Mart trailed with 13 percent of the items, beating out Target, Kmart, Sears and even Toys “R” Us. Because of the growth in third-party sellers on their marketplace, Amazon’s inventory levels have grew substantially than the previous year, making Amazon the #1 retailer for toys.

Since last year, out-of-stock levels have increased for brick and mortar retail stores like Wal-Mart, Target, and Kmart, as more than 40 percent of their toys were reported out-of-stock. Meanwhile, Amazon was only missing 1 percent of toys. Because toys are the top rated category during the holiday season, more and more retail giants are jumping on the bandwagon and trying to compete with Amazon.com for supremacy in the toy market.

The battle between Amazon and Wal-Mart heated up earlier this year when Wal-Mart and other major retailers started pulling the Amazon Kindle line from their shelves. Since then, Wal-Mart has launched various campaigns to overtake Amazon with advertisements claiming to beat or match any of Amazon’s prices.

Where are you shopping this holiday season for toys? We want to hear! Email us your story at Nick@AmazonGenius.com for our follow-up story.