AUS Retail Sports and Outdoors - PPC Market Share Analysis February 2026

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

Google AI Overview visibility for Retail Sports and Outdoors AUS

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

See more data

AIO Frequency

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

Frequency	Percentage
Frequency	7.05119890509
	92.9488010949

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	13
	87

13%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	18%
Transactional	7%
Navigational	4%
Seasonal	2%
Local	2%
Problem Solving	0%

Market Exposure

Share of Clicks for top 10 AUS Retail Sports and Outdoors brands

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

See more data

Share of Clicks - Last month

Share of Clicks - Last month
Domain	Share of clicks
bcf.com.au	15.55
yeti.com	9.28
temu.com	8.37
anacondastores.com	5.41
99bikes.com.au	3.77
amazon.com.au	3.54
bigw.com.au	3.51
kmart.com.au	2.51
rebelsport.com.au	2.35
flightrisk.au	1.56
others	44.15

bcf.com.au - 15.55%
yeti.com - 9.28%
temu.com - 8.37%
anacondastores.com - 5.41%
99bikes.com.au - 3.77%
amazon.com.au - 3.54%
bigw.com.au - 3.51%
kmart.com.au - 2.51%
rebelsport.com.au - 2.35%
flightrisk.au - 1.56%
others - 44.15%

BCF leads with 15.55% click share, followed by Yeti at 9.28%. Temu captures 8.37%, while ‘others’ dominate with 44.15%.

Market Exposure

Share of Spend for the top 10 AUS Retail Sports and Outdoors 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.

See more data

Share of Spend - Last Month

Share of Spend - Last Month
Date	temu.com	bcf.com.au	amazon.com.au	yeti.com	bigw.com.au	anacondastores.com	kogan.com	nordictrackfitness.com.au	dynamofitness.com.au	flightrisk.au
2026/02/01	13.42%	6.19%	4.98%	2.12%	4.39%	3.75%	3.78%	1.61%	2.31%	5.12%
2026/02/02	13.2%	5.06%	5.62%	2.61%	3.5%	3.93%	2.6%	2.08%	3.09%	4.39%
2026/02/03	11.13%	11.35%	5.97%	2.37%	4.62%	3.75%	1.66%	1.66%	3.06%	2.76%
2026/02/04	11.82%	7.8%	2.14%	2.98%	4.81%	4.72%	2.08%	2.54%	4%	3.15%
2026/02/05	9.86%	7.43%	2.5%	4.15%	6.56%	4.88%	1.9%	2.3%	1.63%	3.63%
2026/02/06	10.21%	7.74%	1.98%	3.15%	4.26%	3.47%	1.76%	2.92%	2.29%	3.3%
2026/02/07	12.16%	6.84%	3.52%	2.88%	5.42%	3.25%	2.46%	2.38%	2.6%	1.58%
2026/02/08	11.75%	5.97%	4.31%	2.48%	4.91%	3.63%	2.1%	2.29%	1.86%	1.45%
2026/02/09	9.33%	8.72%	5.05%	2.55%	5.46%	4.18%	2.53%	2.3%	1.59%	2.84%
2026/02/10	5.86%	7.74%	3.03%	3.31%	3.22%	3.87%	2.26%	2.4%	4.18%	2.78%
2026/02/11	7.76%	7.47%	3.67%	3.09%	4.28%	4.22%	2.89%	1.84%	1.32%	4.42%
2026/02/12	8.02%	10.54%	4.04%	4.98%	3.03%	5.21%	1.68%	2.74%	3.33%	2.85%
2026/02/13	10.15%	7.69%	1.97%	3.13%	4.23%	3.44%	1.75%	2.9%	2.28%	3.28%
2026/02/14	12.09%	6.81%	3.5%	2.86%	5.39%	3.24%	2.44%	2.37%	2.59%	1.57%
2026/02/15	11.72%	5.95%	4.3%	2.48%	4.91%	3.63%	2.09%	2.29%	1.85%	1.44%
2026/02/16	9.31%	8.7%	5.04%	2.55%	5.45%	4.18%	2.53%	2.3%	1.59%	2.86%
2026/02/17	14.94%	1.35%	8.15%	3.74%	3.69%	6.36%	3.85%	2.18%	1.17%	3.72%
2026/02/18	13.57%	1.19%	7.93%	4.21%	4.52%	4.99%	2.19%	1.58%	1.26%	3.86%
2026/02/19	8.99%	6.89%	6.31%	3.79%	4.15%	5.14%	3.21%	1.93%	2.72%	3.95%
2026/02/20	8.4%	7.58%	5.72%	3.78%	5.17%	4.57%	1.54%	1.89%	2.44%	2.87%
2026/02/21	4.28%	13.92%	5.37%	5.08%	4.94%	2.72%	1.98%	2.11%	11.19%	4.26%
2026/02/22	4.79%	19.33%	8.03%	3.03%	1.88%	3.43%	2.86%	2.87%	1.38%	2.39%
2026/02/23	4.36%	16.38%	5.46%	2.25%	3.28%	3.24%	1.63%	2.63%	1.21%	2.31%
2026/02/24	7.98%	13.91%	4.17%	4.04%	3.93%	5.27%	2.97%	2.33%	1.2%	1.98%
2026/02/25	9.08%	8.58%	4.7%	5.88%	2.7%	6.04%	3.17%	3.43%	1.6%	2.23%
2026/02/26	6.63%	12.02%	4.97%	4.85%	2.81%	4.9%	2.46%	2.48%	3.17%	2.29%
2026/02/27	5.08%	11.05%	5.1%	4.94%	2.87%	5%	2.68%	3.32%	2.13%	0.33%
2026/02/28	9.93%	9.81%	6.44%	5.48%	4.41%	4.28%	4.1%	2.91%	2.62%	1.18%

temu.com
bcf.com.au
amazon.com.au
yeti.com
bigw.com.au
anacondastores.com
kogan.com
nordictrackfitness.com.au
dynamofitness.com.au
flightrisk.au

In February 2026, Temu.com started strong but saw a decline, ending at 9.93%. Bcf.com.au surged mid-month, peaking at 19.33%. Amazon.com.au and Yeti.com maintained steady growth, while Kogan.com and Nordictrackfitness.com.au showed minor fluctuations. Flightrisk.au experienced a significant drop, closing at 1.18%.

Market Exposure

Competitor Count for AUS Retail Sports and Outdoors

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.

See more data

Competitor Count - Last month

Competitor Count - Last month
Date	Competitor Count
2026/02/01	999
2026/02/02	1051
2026/02/03	1002
2026/02/04	1090
2026/02/05	1063
2026/02/06	1100
2026/02/07	1114
2026/02/08	1080
2026/02/09	1068
2026/02/10	1015
2026/02/11	1034
2026/02/12	1037
2026/02/13	1100
2026/02/14	1114
2026/02/15	1080
2026/02/16	1068
2026/02/17	879
2026/02/18	929
2026/02/19	1012
2026/02/20	975
2026/02/21	863
2026/02/22	854
2026/02/23	874
2026/02/24	920
2026/02/25	958
2026/02/26	933
2026/02/27	903
2026/02/28	903

February began with 999 advertisers, peaking at 1,114 on the 7th and 14th. A decline followed, ending the month at 903 advertisers.

Campaign Efficiency

Market Loss & Market Gains for AUS Retail Sports and Outdoors

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

See more data

Market Loss & Market Gains - Last month

Market Loss & Market Gains - Last month
Name	Market Trend
bcf.com.au	3.77%
yeti.com	2.5%
amazon.com.au	0.91%
theathletesfoot.com.au	0.48%
anacondastores.com	0.28%
flightrisk.au	-0.48%
bigw.com.au	-0.51%
nordicfitness.com.au	-0.74%
lekkerbikes.com.au	-0.78%
temu.com	-1.92%

BCF.com.au leads with a 3.77% click share rise, while Yeti.com follows at 2.5%. Temu.com faces a 1.92% drop.

Campaign Efficiency

AUS Retail Sports and Outdoors Share of Impressions

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

See more data

Date	temu.com	amazon.com.au	anacondastores.com	yeti.com	bcf.com.au	bigw.com.au	kmart.com.au	kogan.com	dynamofitness.com.au	flightrisk.au
2026/02/01	16.82%	5.78%	5.24%	2.24%	4.85%	4.45%	2.79%	3.47%	1.54%	4.33%
2026/02/02	15.92%	6%	5.19%	2.89%	3.14%	4.15%	3.39%	2.4%	2.96%	3.32%
2026/02/03	14.69%	7.14%	5.09%	2.72%	5.72%	4.83%	4.46%	1.61%	3.01%	2.3%
2026/02/04	14.5%	2.96%	6.21%	3.16%	3.86%	5.58%	3.67%	2.08%	3.59%	2.63%
2026/02/05	11.94%	3.35%	6.89%	4.46%	4.31%	6.3%	3.29%	2.25%	1.06%	3.25%
2026/02/06	13.27%	2.93%	4.91%	3.67%	4.82%	4.49%	2.71%	1.75%	1.82%	2.76%
2026/02/07	14.7%	4.63%	4.29%	3.16%	5.29%	5.68%	3.19%	2.4%	2.76%	1.16%
2026/02/08	14.47%	5.7%	5.11%	2.31%	4.33%	5.34%	3.28%	2.19%	1.86%	1.14%
2026/02/09	11.84%	6.08%	5.58%	2.99%	4.45%	6.01%	4.26%	2.77%	1.03%	2.02%
2026/02/10	7.73%	3.71%	5.4%	4.09%	4.86%	3.77%	2.61%	2.45%	4.62%	2.57%
2026/02/11	10.24%	4.26%	5.44%	3.22%	4.76%	4.28%	4.34%	3.06%	0.91%	3.8%
2026/02/12	10.85%	4.2%	7.3%	6.21%	6.66%	3.29%	2.54%	1.86%	2.14%	2.63%
2026/02/13	13.27%	2.93%	4.91%	3.67%	4.82%	4.49%	2.71%	1.75%	1.82%	2.76%
2026/02/14	14.7%	4.63%	4.29%	3.16%	5.29%	5.68%	3.19%	2.4%	2.76%	1.16%
2026/02/15	14.47%	5.7%	5.11%	2.31%	4.33%	5.34%	3.28%	2.19%	1.86%	1.14%
2026/02/16	11.84%	6.08%	5.58%	2.99%	4.45%	6.01%	4.26%	2.77%	1.03%	2.02%
2026/02/17	17.72%	9.07%	8.15%	3.02%	2.44%	3.48%	1.01%	3.69%	0.78%	3.31%
2026/02/18	15.57%	8.47%	6.36%	5.11%	2.46%	4.61%	3.25%	2.14%	0.85%	2.78%
2026/02/19	12.01%	7.05%	7.07%	4.59%	4.71%	4.78%	3.19%	3.01%	1.92%	3.12%
2026/02/20	11.06%	6.56%	6.12%	3.98%	6.41%	5.67%	3.81%	1.56%	2.53%	2.28%
2026/02/21	6%	5.42%	3.97%	6.22%	8.11%	5.52%	3.59%	2.03%	9.65%	2.96%
2026/02/22	6.03%	9.65%	4.35%	3.24%	14.72%	1.9%	1.39%	2.9%	1%	1.51%
2026/02/23	6.77%	7.39%	5.24%	2.9%	10.97%	3.5%	1.91%	1.77%	1.13%	1.84%
2026/02/24	11.03%	4.86%	7.33%	4.3%	9.23%	3.86%	2.77%	3.46%	1.06%	2.46%
2026/02/25	11.04%	4.67%	8.24%	6.35%	5.41%	3.19%	2.53%	3.42%	1.17%	1.75%
2026/02/26	9.91%	5.46%	6.06%	6.16%	7.15%	3.66%	4.34%	2.68%	4.31%	1.51%
2026/02/27	7.84%	5.82%	7.44%	6.43%	7.11%	3.87%	2.57%	2.96%	1.58%	0.22%
2026/02/28	12.98%	6.74%	6.04%	6%	5.84%	4.43%	3.56%	3.39%	1.72%	1.09%

temu.com
amazon.com.au
anacondastores.com
yeti.com
bcf.com.au
bigw.com.au
kmart.com.au
kogan.com
dynamofitness.com.au
flightrisk.au

In February 2026, Temu.com started strong but saw a decline, ending at 12.98%. Amazon.com.au fluctuated, peaking mid-month, closing at 6.74%. Anacondastores.com had a steady rise, finishing at 6.04%. Yeti.com showed consistent growth, ending at 6.00%. Bcf.com.au surged late, closing at 5.84%. Bigw.com.au had a stable month, ending at 4.43%. Kmart.com.au saw minor fluctuations, closing at 3.56%. Kogan.com had a steady increase, finishing at 3.39%. Dynamofitness.com.au had a late surge, ending at 1.72%. Flightrisk.au experienced a decline, closing at 1.09%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Retail Sports and Outdoors

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

See more data

Google Text Ad Copy Insights & Creative Trends for AUS Retail Sports and Outdoors - Last month

1
BCF Australia - Fishing, Boating & Camping https://www.bcf.com.au
Shop Outdoor Clothing & Footwear Online at BCF
2
Olympic Barbells For Sale – Commercial Fitness Equipment https://www.commercialfitnessequipment.com.au
Barbells What’s the difference between power lifting and Olympic lifting bars? Power lifting involves motions such as bench press, deadlift and squats. Barbells for this category of lifts do not require much spin... Premium Quality Equipment. Treadmills. Easy No Hassle Finance.
3
Australia's Biggest Gym Range | Buy Barbells today https://www.gymplus.com.au
Barbells are the quintessential parts of any Gym or workout Stations. Australia's Favourite Site For Gym Equipment & Accessories. Low Shipping On Big Items.
4
Mx Superstore https://www.mxstore.com.au › superstore
Huge Range. Free Fast Shipping — Huge Range Of Dirt Bike Gear. Free Fast Shipping On Top Brands Australia Wide! Largest Aussie MX Store.
5
Southside Gym Equipment - Fast Delivery Australia Wide https://www.southsidefitness.com.au › exercise › shopnow
We have many retail outlets where you can view and try the products. The best brands & biggest range, we guarantee the best prices in Australia. QLD Display Rooms. Experienced Staff. Installation Team. Afterpay & Zip. Brands: Revolution Fitness, Matrix.

In the competitive landscape of Google PPC, BCF Australia entices outdoor enthusiasts with a focus on clothing and footwear. Commercial Fitness Equipment and Gym Plus highlight premium barbells, catering to fitness aficionados. MX Superstore and Southside Fitness emphasize vast selections and fast delivery, appealing to sports and fitness lovers across Australia.

Frequently Asked Questions

Why is the AUS Retail Sports and Outdoors February 2026 Report useful and how should I use it?

Why is the AUS Retail Sports and Outdoors February 2026 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 Sports and Outdoors February 2026 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 Sports and Outdoors February 2026 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 Sports and Outdoors February 2026 Report?

The AUS Retail Sports and Outdoors February 2026 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.

Learn more about our data accuracy
Does this include mobile, desktop and Google Shopping data?

Yes. The AUS Retail Sports and Outdoors February 2026 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Retail Sports and Outdoors February 2026 Report for?

The AUS Retail Sports and Outdoors February 2026 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.

Complete the form below to get started.
What is Ask Arlo?

Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

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

Learn more about Ask Arlo.

Customer Success Stories

Coles | OMD | Smith St Adthena Case Study

Paid search optimization in action: Smith St and Coles with Adthena insights

Smith St. and Coles partnered with Adthena to gain a clear view of their paid search landscape, monitoring Woolworths and the wider market to ensure Coles remained front of mind for shoppers through strategic paid search optimization.

By leveraging competitor insights and market trend data, the team optimized seasonal demand capture, boosting paid search traffic growth by 10% year-over-year while maintaining the same level of marketing budget.Read case study

How Circus PPC and Roman delivered smarter brand spend and a 15X ROAS with Adthena

Online fashion retailer Roman needed to improve paid search efficiency without compromising revenue.

With guidance from digital agency partner Circus PPC, they turned to Adthena’s Brand Activator to reduce wasted brand spend.Read case study

Capital on Tap doubles PMax conversions and cuts CPL by 37%

Capital on Tap partnered with Adthena to streamline their paid search efforts, driving measurable improvements in efficiency, spend optimization, and brand protection.

The results showcase how strategic automation and search intelligence deliver real business impact.Read case study

Get the full picture

See this data specific to your brand performance

The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

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

AUS Retail Sports and Outdoors - PPC Market Share Analysis February 2026