- gender is not just a social construct, men and women in aggregate don't have the exact same strengths, and that diversity is beautiful rather than something we need to suppress
and
- boys should play football and girls should play with dolls and wear frilly dresses
I think people who agree with the former, but not the latter, should overall feel good about Amazon not gratuitously dividing all sorts of categories of toys into "his" and "hers."
Amazons categorization probably does not imply a normative belief. I doubt Amazon cares if you order an Iron Man toy for a female.
My non-normative interpretation is "toys marketed to and widely considered to be intended primarily for boys" and "toys marketed to and widely considered to be intended primarily for girls."