AUS Retail Sports and Outdoors - PPC Market Share Analysis November 2025

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.

Sports and Outdoors – AUS

Google AI Overview visibility for Retail Sports and Outdoors AUS

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

AIO Frequency

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

Frequency Percentage
Frequency 3.57079013228
96.4292098677
3%

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 20
80
20%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 34%
Transactional 7%
Navigational 2%
Seasonal 0%
Local 2%
Problem Solving 0%

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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.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
temu.com 15.55
amazon.com.au 7.78
anacondastores.com 4.48
bcf.com.au 3.94
kogan.com 3.84
yeti.com 3.52
rebelsport.com.au 3.15
gymandfitness.com.au 2.19
bigw.com.au 2.02
nordictrackfitness.com.au 1.88
others 51.65
  • temu.com - 15.55%
  • amazon.com.au - 7.78%
  • anacondastores.com - 4.48%
  • bcf.com.au - 3.94%
  • kogan.com - 3.84%
  • yeti.com - 3.52%
  • rebelsport.com.au - 3.15%
  • gymandfitness.com.au - 2.19%
  • bigw.com.au - 2.02%
  • nordictrackfitness.com.au - 1.88%
  • others - 51.65%

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In the competitive landscape of Google PPC, Temu leads with 15.55% click share, followed by Amazon at 7.78%. “Others” dominate with 51.65%, highlighting diverse competition.

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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date temu.com amazon.com.au anacondastores.com bcf.com.au yeti.com kogan.com rebelsport.com.au gymandfitness.com.au 99bikes.com.au nordictrackfitness.com.au
2025/10/01 14.26% 6.83% 3.49% 9.34% 3.81% 3.72% 3.81% 2.59% 2.14% 2.27%
2025/10/02 14.97% 8.46% 4.57% 4.48% 3.45% 4.33% 3.35% 2.63% 3.01% 2.21%
2025/10/03 13.82% 6% 4.72% 6.2% 4.97% 5.88% 4.07% 2.55% 2.93% 2.66%
2025/10/04 16.09% 6.6% 4.77% 5.55% 3.42% 4.78% 3.28% 2.68% 1.4% 2.38%
2025/10/05 15.78% 7.24% 5.58% 2.73% 3.79% 4.33% 4.01% 2.23% 2.02% 1.95%
2025/10/06 15.17% 7.22% 4.05% 4.4% 5.89% 4.63% 2.94% 2.97% 2.15% 1.82%
2025/10/07 11.34% 15.62% 5.11% 4.56% 5.28% 3.66% 2.75% 2.59% 2.52% 2.39%
2025/10/08 12.33% 12.69% 4.41% 4.68% 3.87% 3.22% 2.61% 2.3% 2.76% 2.24%
2025/10/09 14.84% 10.12% 4.06% 3.46% 4.33% 2.49% 2.45% 2.58% 1.3% 2.12%
2025/10/10 14.3% 10.76% 4.1% 3.34% 3.92% 1.34% 2.57% 2.47% 2.28% 2.12%
2025/10/11 16% 10.6% 4.02% 3.35% 3.11% 3.24% 3.4% 2.3% 1.71% 1.9%
2025/10/12 15.28% 10.93% 3.54% 3.6% 3.07% 4.69% 2.78% 2.22% 2.26% 1.9%
2025/10/13 16.21% 13.43% 4.13% 3.04% 2.39% 4.4% 3.3% 1.97% 1.49% 1.87%
2025/10/14 15.03% 7.23% 4.78% 3.84% 2.38% 4.06% 3.7% 2.37% 2.4% 2.2%
2025/10/15 15.17% 5.93% 4.75% 4.03% 3.32% 3.6% 2.92% 1.8% 2.27% 2.16%
2025/10/16 14.13% 5.42% 4.73% 2.91% 3.53% 3.7% 3.33% 2.76% 2.59% 2.48%
2025/10/17 14.83% 6.73% 4.78% 3.48% 1.91% 3.28% 4.38% 2.5% 1.86% 2.66%
2025/10/18 14.79% 9.02% 4.18% 9.09% 3.65% 3.59% 3.3% 2.45% 1.86% 2.08%
2025/10/19 16.29% 6.51% 3.68% 3.97% 4.37% 3.55% 2.69% 2.21% 2.97% 2.33%
2025/10/20 14.41% 8.67% 4.52% 3.18% 3.5% 4.6% 3.25% 3.16% 2.2% 2.39%
2025/10/21 14.13% 6.99% 4.31% 4.45% 3.4% 3.94% 2.74% 2.7% 1.94% 2.74%
2025/10/22 14.91% 7.39% 5.31% 3.57% 4.46% 3.96% 3.03% 2.08% 2.82% 2.04%
2025/10/23 12.58% 7.01% 4.66% 3.48% 3.31% 4.99% 2.99% 2.18% 2.4% 2.08%
2025/10/24 11.31% 6.2% 4.35% 3.86% 2.66% 4.53% 5.63% 2.02% 2.77% 2.1%
2025/10/25 14.6% 6.85% 4.34% 4.49% 2.94% 3.9% 5.92% 2.75% 2.25% 2%
2025/10/26 19.44% 9.28% 4.1% 3.82% 4.01% 4.01% 2.29% 3.02% 2.43% 1.78%
2025/10/27 16.41% 8.26% 4.69% 3.79% 3.37% 5.44% 1.72% 2.5% 2.47% 2.01%
2025/10/28 14% 7.92% 4.92% 4.38% 4.16% 4.84% 2.55% 2.58% 3.42% 2.06%
2025/10/29 16.08% 7.54% 5.81% 5.58% 2.53% 4.21% 4.03% 2.62% 1.63% 2.05%
2025/10/30 15.06% 6.57% 6.28% 4.63% 3.41% 4.1% 3.79% 2.45% 2.07% 1.92%
2025/10/31 13.74% 6.76% 6.36% 4.78% 4.11% 3.8% 3.64% 2.64% 2.14% 1.94%
  • temu.com
  • amazon.com.au
  • anacondastores.com
  • bcf.com.au
  • yeti.com
  • kogan.com
  • rebelsport.com.au
  • gymandfitness.com.au
  • 99bikes.com.au
  • nordictrackfitness.com.au

Copyright © Adthena. All rights reserved.

In October 2025, Temu.com led with fluctuating spend, peaking at 19.44% on the 26th. Amazon.com.au saw a spike on the 7th at 15.62%. Anacondastores.com steadily increased, ending at 6.36%. Bcf.com.au and Yeti.com had varied trends, while Kogan.com and Rebelsport.com.au showed consistent mid-range values. Gymandfitness.com.au and 99bikes.com.au maintained low shares, with Nordictrackfitness.com.au remaining stable.

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2025/10/01 1098
2025/10/02 1067
2025/10/03 1035
2025/10/04 1068
2025/10/05 1099
2025/10/06 1113
2025/10/07 1051
2025/10/08 1047
2025/10/09 1076
2025/10/10 1113
2025/10/11 1094
2025/10/12 1059
2025/10/13 1105
2025/10/14 1090
2025/10/15 1102
2025/10/16 1126
2025/10/17 1101
2025/10/18 1121
2025/10/19 1094
2025/10/20 1095
2025/10/21 1108
2025/10/22 1062
2025/10/23 1098
2025/10/24 1107
2025/10/25 1081
2025/10/26 1070
2025/10/27 1068
2025/10/28 1086
2025/10/29 1095
2025/10/30 1082
2025/10/31 1079

Copyright © Adthena. All rights reserved.

October saw a dynamic fluctuation in distinct advertisers, starting at 1,098 and peaking at 1,126 mid-month. The month concluded with a slight dip to 1,079.

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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
elitefitness.com.au 0.72%
bcf.com.au 0.72%
kogan.com 0.7%
flightrisk.au 0.65%
lekkerbikes.com.au 0.43%
dynamofitness.com.au -0.31%
247gymequipment.com.au -0.62%
fitness-hero.com.au -0.86%
gymdirect.com.au -1.11%
amazon.com.au -1.57%

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Amazon.com.au and Gymdirect.com.au saw notable declines, while Elitefitness.com.au and Bcf.com.au experienced significant growth in click share.

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.

Date temu.com amazon.com.au anacondastores.com bcf.com.au kogan.com yeti.com rebelsport.com.au bigw.com.au gymandfitness.com.au dynamofitness.com.au
2025/10/01 14.05% 6.29% 3.02% 6.88% 3.26% 2.65% 3.51% 5.88% 2.47% 1.2%
2025/10/02 14.79% 8.19% 3.97% 3.33% 3.99% 2.42% 3.04% 7.6% 2.34% 3.25%
2025/10/03 14.06% 5.93% 4.6% 5.1% 5.64% 3.94% 4.17% 3.8% 2.45% 1.73%
2025/10/04 16.93% 6.43% 4.37% 4.58% 4.33% 2.58% 3.08% 3.25% 3.04% 1.63%
2025/10/05 15.55% 6.96% 5.33% 2.46% 3.89% 3.02% 4.01% 2.86% 2.15% 1.5%
2025/10/06 15.45% 7.08% 3.88% 3.64% 4.39% 5.12% 2.76% 2.66% 2.85% 1.11%
2025/10/07 11.56% 15.77% 5.17% 3.86% 3.51% 4.67% 2.68% 2.44% 2.35% 1.26%
2025/10/08 12.59% 12.29% 4.11% 4.37% 3.04% 3.36% 2.35% 2.93% 2.03% 0.58%
2025/10/09 14.72% 9.35% 3.8% 3.13% 2.28% 3.71% 2.23% 2.15% 2.27% 1.76%
2025/10/10 13.93% 9.71% 3.75% 3.3% 1.15% 3.42% 2.25% 2.67% 2.39% 3.43%
2025/10/11 15.71% 9.92% 3.72% 3.26% 2.97% 2.71% 2.99% 4.31% 1.97% 1.33%
2025/10/12 15.44% 10.17% 3.46% 3.89% 4.55% 3.02% 2.57% 2.28% 2.02% 3.68%
2025/10/13 16.68% 12.48% 3.89% 3.03% 4.17% 2.34% 2.84% 2.37% 1.74% 1.87%
2025/10/14 15.11% 6.54% 4.48% 4.05% 3.81% 2.34% 3.57% 1.97% 2.1% 1.65%
2025/10/15 15.26% 5.67% 4.28% 4% 3.64% 3.23% 2.46% 2.62% 1.46% 2.11%
2025/10/16 14.41% 4.86% 4.42% 3.05% 3.33% 3.7% 2.95% 2.46% 2.35% 2.84%
2025/10/17 14.78% 6.25% 4.39% 3.53% 3.15% 2.08% 4.04% 2.68% 2.24% 4.45%
2025/10/18 15.53% 8.32% 3.97% 7.44% 3.66% 3.94% 3.15% 2.28% 2.31% 1.27%
2025/10/19 16.71% 6.1% 3.49% 4.15% 3.4% 4.78% 2.49% 2.82% 1.93% 0.96%
2025/10/20 14.55% 8.28% 4.26% 3.29% 4.48% 3.79% 3.06% 2.44% 2.96% 1.55%
2025/10/21 14.81% 6.48% 4.21% 4.79% 3.8% 3.65% 2.54% 2.33% 2.9% 2.47%
2025/10/22 15.39% 6.76% 4.9% 3.64% 3.86% 4.59% 2.95% 2.82% 1.92% 1.33%
2025/10/23 12.76% 6.24% 4.24% 3.42% 4.63% 3.31% 2.98% 2.92% 1.93% 4.48%
2025/10/24 11.64% 5.72% 4.25% 3.9% 4.25% 2.72% 5.24% 2.34% 1.89% 1.65%
2025/10/25 15.23% 6.31% 3.9% 4.21% 3.59% 2.74% 5.07% 3.76% 2.47% 1.09%
2025/10/26 20.34% 9.12% 3.79% 3.8% 3.91% 3.92% 2.18% 2.65% 3% 0.77%
2025/10/27 17.68% 7.61% 4.27% 3.6% 4.9% 3.18% 1.65% 2.08% 2.68% 2.85%
2025/10/28 14.26% 7.62% 4.5% 4.04% 4.57% 4.06% 2.57% 3.05% 2.57% 1.63%
2025/10/29 16.28% 7.27% 5.35% 5.22% 4.08% 2.18% 4.01% 2.55% 2.45% 1.42%
2025/10/30 14.96% 5.82% 5.5% 3.84% 4.01% 2.89% 3.47% 3.45% 2.13% 1.86%
2025/10/31 14.06% 6.04% 5.59% 4.14% 3.62% 3.58% 3.5% 2.44% 2.43% 1.86%
  • temu.com
  • amazon.com.au
  • anacondastores.com
  • bcf.com.au
  • kogan.com
  • yeti.com
  • rebelsport.com.au
  • bigw.com.au
  • gymandfitness.com.au
  • dynamofitness.com.au

Copyright © Adthena. All rights reserved.

In October 2025, Temu.com led with fluctuating impressions, peaking at 20.34% on the 26th. Amazon.com.au saw a notable spike on the 7th with 15.77%. Anacondastores.com and BCF.com.au maintained steady shares, while Kogan.com and Yeti.com experienced varied trends. Rebelsport.com.au and Bigw.com.au showed consistent activity, with Gymandfitness.com.au and Dynamofitness.com.au trailing. The month concluded with Temu.com maintaining dominance.

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.

Google Text Ad Copy Insights & Creative Trends for AUS Retail Sports and Outdoors - Last month
  1. 1
    99 Bikes https://www.99bikes.com.au

    Black Friday Deals are On Now — 99 Bikes Australia. We Offer the Best Prices on the Best Brands. Bicycles, Scooters & More. 99 Bikes: The World's Most Approachable Bike Shop - Shop Our Massive Range Online Today.

  2. 2
    BCF Australia | Fishing, Boating & Camping https://www.bcf.com.au

    Our clothing & footwear will keep you comfy wherever you go for your outdoor adventures.

  3. 3
    DECATHLON Australia | Australia's Premier Outdoor & Sporting Goods https://www.decathlon.com.au

    Decathlon offers affordable sportswear, shoes & gear for over 100 sports. Shop online with free 1h Click & Collect.

  4. 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! Australian Owned.

  5. 5
    rebel Black Friday Sale on Now - rebel - Shop Online https://www.rebelsport.com.au

    Black Friday Deals on Now! Full Price Clothes Now 25% Off & Full Price Shoes Now 20% Off.*

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In the competitive world of Google PPC, five advertisers stand out with compelling narratives. 99 Bikes entices with Black Friday deals, positioning itself as the approachable bike shop. BCF Australia promises comfort for outdoor adventures. Decathlon offers affordability across 100 sports. Mx Superstore highlights a vast range and fast shipping. Rebel Sport lures with significant Black Friday discounts. Each ad weaves a unique story, capturing attention and driving engagement.

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