Its Prime Now service now delivers items from a handful of stores in Manhattan.
According to Internet traffic firm Media Metrix, Toysmart.com is the second biggest gainer in unique visitor traffic among e-commerce sites and the biggest gainer of all toy sites, surpassing rivals eToys and KBKids.
Media Metrix reports that Toysmart jumped 102% in unique visitors to its site the week ending Dec. 12, a week considered by many analysts to be the busiest for holiday shopping online.
Not wanting to be outdone, eToys today reported it has exceeded 1.5 million cumulative customers with two weeks still remaining in the holiday quarter ending Dec. 31. EToys says this latest customer count is more than double the 611,000 cumulative customers that had made a purchase from the site before Sept. 30, 1999.