AUS Retail Electronics & Appliances - PPC Market Share Analysis December 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the AUS Electronics & Appliances category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Google AI Overview visibility for Retail Electronics & Appliances AUS

See how often AIOs appear and how search intent is distributed across buying signals.

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AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency	Percentage
Frequency	10.0383952495
	89.9616047505

10%

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency	Percentage
Frequency	39
	61

39%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	24%
Transactional	20%
Navigational	4%
Seasonal	2%
Local	1%
Problem Solving	4%

Market Exposure

Share of Clicks for top 10 AUS Retail Electronics & Appliances brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month

Share of Clicks - Last month
Domain	Share of clicks
temu.com	19.68
kogan.com	8.27
amazon.com.au	7.48
thegoodguys.com.au	7.39
jbhifi.com.au	4.45
appliancesonline.com.au	4.34
officeworks.com.au	4.21
apple.com	3.4
harveynorman.com.au	3.15
bigw.com.au	2.83
others	34.8

temu.com - 19.68%
kogan.com - 8.27%
amazon.com.au - 7.48%
thegoodguys.com.au - 7.39%
jbhifi.com.au - 4.45%
appliancesonline.com.au - 4.34%
officeworks.com.au - 4.21%
apple.com - 3.4%
harveynorman.com.au - 3.15%
bigw.com.au - 2.83%
others - 34.8%

Temu leads with 19.68% click share, followed by Kogan at 8.27%. Others dominate with 34.8%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 AUS Retail Electronics & Appliances brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month.

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Share of Spend - Last Month

Share of Spend - Last Month
Date	kogan.com	temu.com	amazon.com.au	harveynorman.com.au	thegoodguys.com.au	appliancesonline.com.au	dyson.com.au	jbhifi.com.au	reebelo.com.au	officeworks.com.au
2025/12/01	8.91%	3.57%	9.6%	3.13%	5.6%	3.08%	3.65%	3.62%	2.05%	4.08%
2025/12/02	14.2%	4.39%	7.73%	5.61%	5.59%	3.06%	4.21%	1.89%	2.53%	4.43%
2025/12/03	14.07%	4.8%	7.93%	2.41%	4.91%	3%	4.82%	2.07%	3.13%	3.96%
2025/12/04	13.33%	4.88%	11.47%	1.49%	4.4%	3.76%	5.56%	1.87%	2.56%	4.39%
2025/12/05	12.34%	5.24%	10.31%	1.84%	4.45%	4.37%	4.89%	2.19%	2.85%	4.74%
2025/12/06	11.9%	6.13%	10.75%	1.75%	4.23%	4.14%	5.22%	2.96%	3.1%	3.61%
2025/12/07	13.33%	4.56%	9.76%	1.78%	4.6%	4.19%	4.78%	3.15%	3.7%	3.25%
2025/12/08	13.36%	4.79%	9.43%	1.75%	5.44%	4.2%	4.91%	3.17%	3.73%	3.73%
2025/12/09	13.4%	4.92%	7.65%	1.77%	4.49%	4.36%	5.22%	3.35%	3.95%	3.8%
2025/12/10	12.55%	5.16%	7.69%	2.35%	4.63%	4.26%	5.14%	3.29%	3.99%	3.25%
2025/12/11	11.47%	5.17%	7.85%	2.65%	4.79%	4.42%	5.1%	3.37%	3.43%	3.54%
2025/12/12	10.46%	4.93%	7.29%	2.59%	5.2%	4.17%	4.89%	4.16%	3.46%	3.79%
2025/12/13	10.17%	5.94%	7.19%	2.77%	5.46%	4.06%	4.58%	4.27%	3.59%	3.23%
2025/12/14	10.72%	6.88%	6.83%	2.5%	5.18%	4.28%	4.76%	3.85%	3.62%	2.87%
2025/12/15	11.3%	5.08%	7.57%	2.35%	5.68%	4.52%	5.13%	3.99%	3.09%	3.58%
2025/12/16	11.44%	4.98%	7.64%	2.5%	6.19%	4.09%	4.74%	4.88%	3.89%	3.85%
2025/12/17	10.88%	5.32%	7.35%	2.28%	6.32%	4.28%	4.67%	4.75%	4.06%	3.36%
2025/12/18	9.7%	7.54%	7.49%	2.9%	6.18%	4.02%	3.74%	4.69%	4.15%	3.64%
2025/12/19	9.76%	7.1%	6.68%	3.23%	6.72%	3.69%	3.84%	4.82%	4.03%	3.4%
2025/12/20	9.59%	8.49%	7.11%	3.19%	6.66%	3.37%	3.79%	4.74%	3.83%	2.94%
2025/12/21	9.71%	8.85%	7.19%	3.35%	6.33%	3.4%	4.09%	4.55%	3.09%	2.82%
2025/12/22	9.32%	9.2%	8.42%	2.49%	6.77%	3.42%	4.56%	4.36%	2.96%	2.97%
2025/12/23	9.47%	9.37%	7.61%	3.74%	7.67%	3.25%	4.48%	3.9%	2.61%	2.98%
2025/12/24	8.01%	8.52%	7.35%	5.8%	8.82%	3.72%	4.53%	4.07%	1.99%	3.29%
2025/12/25	8.18%	9.45%	7.5%	7.69%	6.88%	3.35%	4.77%	4.09%	2.05%	2.63%
2025/12/26	11.47%	7.63%	8.1%	4.81%	9.76%	3.45%	4.63%	3.7%	1.97%	2.29%
2025/12/27	11.3%	8.84%	7.45%	6.77%	7.59%	4.05%	4.44%	2.33%	2.15%	2.95%
2025/12/28	11.65%	9.13%	6.54%	6.65%	6.31%	4.22%	4.59%	3.11%	2.51%	2.8%
2025/12/29	14.42%	8%	6.2%	5.38%	4.62%	5.33%	4.06%	2.44%	2.83%	2.85%
2025/12/30	12.7%	9.35%	7.19%	4.49%	4.69%	4.92%	4.35%	3.13%	2.33%	2.84%
2025/12/31	12.79%	8.88%	7.24%	5.65%	5.19%	4.78%	4.17%	3.22%	2.47%	1.75%

kogan.com
temu.com
amazon.com.au
harveynorman.com.au
thegoodguys.com.au
appliancesonline.com.au
dyson.com.au
jbhifi.com.au
reebelo.com.au
officeworks.com.au

Kogan.com started December strong, peaking at 14.2% on the 2nd, but ended at 12.79%. Temu.com rose steadily, closing at 8.88%. Amazon.com.au fluctuated, finishing at 7.24%. HarveyNorman.com.au surged mid-month, ending at 5.65%. TheGoodGuys.com.au peaked on the 26th, closing at 5.19%. AppliancesOnline.com.au saw a late rise, ending at 4.78%. Dyson.com.au remained stable, finishing at 4.17%. JbHiFi.com.au fluctuated, closing at 3.22%. Reebelo.com.au dipped, ending at 2.47%. Officeworks.com.au declined, finishing at 1.75%.

Market Exposure

Competitor Count for AUS Retail Electronics & Appliances

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month.

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Competitor Count - Last month

Competitor Count - Last month
Date	Competitor Count
2025/12/01	1842
2025/12/02	1816
2025/12/03	1875
2025/12/04	1835
2025/12/05	1812
2025/12/06	1833
2025/12/07	1809
2025/12/08	1798
2025/12/09	1774
2025/12/10	1768
2025/12/11	1718
2025/12/12	1723
2025/12/13	1733
2025/12/14	1594
2025/12/15	1723
2025/12/16	1660
2025/12/17	1700
2025/12/18	1776
2025/12/19	1804
2025/12/20	1829
2025/12/21	1816
2025/12/22	1865
2025/12/23	1866
2025/12/24	1834
2025/12/25	1835
2025/12/26	1820
2025/12/27	1787
2025/12/28	1802
2025/12/29	1786
2025/12/30	1770
2025/12/31	1737

December saw fluctuating advertiser numbers, starting at 1,842 and dipping to 1,594 mid-month. The month concluded with 1,737 advertisers, reflecting a dynamic landscape.

Campaign Efficiency

Market Loss & Market Gains for AUS Retail Electronics & Appliances

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

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Market Loss & Market Gains - Last month

Market Loss & Market Gains - Last month
Name	Market Trend
temu.com	6.54%
harveynorman.com.au	2.12%
thegoodguys.com.au	2.1%
bigw.com.au	1.15%
binglee.com.au	0.79%
kogan.com	-0.83%
apple.com	-1.35%
amazon.com.au	-1.41%
appliancesonline.com.au	-1.63%
officeworks.com.au	-1.73%

In the past month, temu.com surged with a 6.54% click share increase, while harveynorman.com.au and thegoodguys.com.au also saw gains of 2.12% and 2.1%, respectively. Conversely, officeworks.com.au experienced a decline of 1.73%.

Campaign Efficiency

AUS Retail Electronics & Appliances Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date	temu.com	kogan.com	amazon.com.au	thegoodguys.com.au	harveynorman.com.au	appliancesonline.com.au	bigw.com.au	jbhifi.com.au	reebelo.com.au	officeworks.com.au
2025/12/01	6.76%	8.89%	12.84%	6.13%	3.47%	3.5%	1.98%	3.79%	1.63%	5.09%
2025/12/02	5.98%	13.85%	10.35%	5.92%	5.86%	2.97%	2.83%	1.95%	2.14%	5.36%
2025/12/03	6.62%	14.35%	11%	5.1%	2.51%	3.02%	2.96%	2.25%	2.64%	5.04%
2025/12/04	7.91%	13.23%	15.41%	4.52%	1.6%	3.74%	2.84%	2.02%	2.24%	5.57%
2025/12/05	7.35%	12.25%	14.24%	4.73%	1.97%	4.27%	2.73%	2.39%	2.42%	6.05%
2025/12/06	9.24%	11.71%	14.85%	4.43%	1.77%	3.93%	2.86%	3.29%	2.61%	4.49%
2025/12/07	7.48%	13.7%	13.89%	5.01%	1.82%	4.07%	2.4%	3.48%	3.31%	4.14%
2025/12/08	8.03%	13.63%	13.26%	5.96%	1.91%	4.17%	2.41%	3.51%	3.33%	4.83%
2025/12/09	8.27%	13.63%	10.37%	5%	1.82%	4.14%	2.84%	3.61%	3.61%	4.75%
2025/12/10	8.53%	12.41%	10.41%	5.05%	2.45%	4%	2.85%	3.59%	3.73%	4.12%
2025/12/11	7.12%	11.73%	10.95%	5.24%	2.72%	4.29%	3.32%	4%	3.24%	4.42%
2025/12/12	7.6%	11.56%	9.75%	6.01%	2.6%	3.99%	3.18%	4.66%	3.13%	4.61%
2025/12/13	9.5%	9.81%	10.2%	6.25%	2.71%	4%	3.25%	4.75%	3.22%	4.13%
2025/12/14	10.98%	10.61%	9.71%	5.81%	2.48%	4.13%	2.58%	4.17%	3.24%	3.59%
2025/12/15	7.39%	11.8%	10.72%	6.56%	2.48%	4.51%	2.87%	4.42%	2.89%	4.66%
2025/12/16	8.11%	11.66%	10.22%	7.01%	2.36%	3.92%	3.09%	5.22%	3.58%	4.67%
2025/12/17	8.41%	10.91%	10.26%	7.03%	2.31%	4.27%	3.22%	5.16%	3.69%	4.21%
2025/12/18	10.77%	9.41%	9.63%	6.69%	2.79%	3.73%	4.15%	4.71%	3.29%	4.06%
2025/12/19	10.59%	9.18%	8.77%	7.55%	3.36%	3.45%	5.22%	4.92%	3.33%	3.89%
2025/12/20	12.13%	8.86%	9.13%	7.26%	3.27%	3.21%	4.42%	4.85%	3.02%	3.36%
2025/12/21	13.78%	8.91%	9.26%	6.91%	3.2%	3.15%	5.02%	4.64%	2.41%	3.36%
2025/12/22	13.13%	8.89%	11.08%	7.42%	2.47%	3.3%	4.96%	4.26%	2.37%	3.38%
2025/12/23	13%	8.94%	9.88%	8.38%	3.75%	3.25%	5.03%	3.87%	2.1%	3.48%
2025/12/24	11.82%	7.61%	9.64%	10%	5.66%	3.75%	4.58%	3.98%	1.53%	3.82%
2025/12/25	12.58%	7.97%	9.63%	8.01%	7.78%	3.53%	2.82%	3.99%	1.59%	3.14%
2025/12/26	10.92%	10.48%	10.46%	11.18%	5.11%	3.34%	3.03%	3.64%	1.52%	2.67%
2025/12/27	13.17%	10.27%	9.36%	8.21%	6.63%	3.97%	3.84%	2.23%	1.56%	3.42%
2025/12/28	13.64%	11.18%	8.18%	6.95%	6.55%	4.3%	3.24%	2.85%	1.97%	3.22%
2025/12/29	11.69%	13.78%	8.14%	5.31%	5.23%	5.28%	3.87%	2.39%	2.25%	3.39%
2025/12/30	13.97%	12.36%	8.99%	5.26%	4.46%	5.01%	3.3%	2.91%	1.83%	3.13%
2025/12/31	12.55%	12.11%	9.48%	5.94%	5.21%	5%	3.74%	3.05%	1.9%	1.9%

temu.com
kogan.com
amazon.com.au
thegoodguys.com.au
harveynorman.com.au
appliancesonline.com.au
bigw.com.au
jbhifi.com.au
reebelo.com.au
officeworks.com.au

In December 2025, Temu.com saw a steady rise in PPC impressions, peaking at 13.97% on December 30. Kogan.com started strong but dipped mid-month, finishing at 12.11%. Amazon.com.au fluctuated, ending at 9.48%. TheGoodGuys.com.au and HarveyNorman.com.au experienced growth, closing at 5.94% and 5.21%, respectively. AppliancesOnline.com.au and BigW.com.au showed moderate increases, while JBHiFi.com.au and Reebelo.com.au had varied trends. Officeworks.com.au’s impressions declined, ending at 1.9%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Retail Electronics & Appliances

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

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Google Text Ad Copy Insights & Creative Trends for AUS Retail Electronics & Appliances - Last month

1
Apple | Official Site https://www.apple.com › au
Give something special this holiday. Shop the latest gifts and add free engraving. Introducing the new MacBook Pro 14" and iPad Pro.
2
Buy Appliances Online http://www.appliancesonline.com.au
Cheapest Price & Biggest Range — Free Delivery on Laundry & Kitchen Products. Compare 1000s of Customer Product Reviews.
3
iPhone 17 | Officeworks https://www.officeworks.com.au
Explore the Apple iPhone 17 at Officeworks. Enjoy advanced features, top performance, and sleek design. Shop online or in-store for the latest Apple iPhones.J
4
Temu.com Official Site | Free Shipping Today | All Categories https://www.temu.com
Shop Exciting Products, Brands, And Tools At Temu. Quality Products Sourced Around the World.
5
These TV Deals Won't Last Long | Shop OLED, QLED, 4K & 8K! https://www.thegoodguys.com.au
Shop the Latest BIG SCREEN 2025 TVs from the Best Brands Like Samsung, LG, Hisense & More!

In the competitive landscape of Google PPC, Apple entices with exclusive holiday gifts and new tech, while Appliances Online highlights affordability and extensive reviews. Officeworks showcases the latest iPhone, Temu offers global products with free shipping, and The Good Guys promote cutting-edge TV deals.

Frequently Asked Questions

Why is the AUS Retail Electronics & Appliances December 2025 Report useful and how should I use it?

Why is the AUS Retail Electronics & Appliances December 2025 Report useful?

Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.

Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.

How to use the AUS Retail Electronics & Appliances December 2025 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the AUS Retail Electronics & Appliances December 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
How accurate is the AUS Retail Electronics & Appliances December 2025 Report?

The AUS Retail Electronics & Appliances December 2025 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

Learn more about our data.

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Does this include mobile, desktop and Google Shopping data?

Yes. The AUS Retail Electronics & Appliances December 2025 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Retail Electronics & Appliances December 2025 Report for?

The AUS Retail Electronics & Appliances December 2025 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
Can I get a custom report for my brand?

Our search consultants can introduce you to data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the geographies that need monitoring.

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With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

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AUS Retail Electronics & Appliances - PPC Market Share Analysis December 2025