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.
See how often AIOs appear and how search intent is distributed across buying signals.
How often a Google AI overview appears on search terms relevant to this category.
| Frequency | Percentage |
|---|---|
| Frequency | 3.57079013228 |
| 96.4292098677 |
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 |
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Here are the Top 10 competitors in the industry by Share of Clicks for the 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 |
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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.
Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the 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% |
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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.
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.
| 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 |
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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.
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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Amazon.com.au and Gymdirect.com.au saw notable declines, while Elitefitness.com.au and Bcf.com.au experienced significant growth in click share.
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% |
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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.
Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.
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.
Our clothing & footwear will keep you comfy wherever you go for your outdoor adventures.
Decathlon offers affordable sportswear, shoes & gear for over 100 sports. Shop online with free 1h Click & Collect.
Huge Range. Free Fast Shipping — Huge Range Of Dirt Bike Gear. Free Fast Shipping On Top Brands Australia Wide! Australian Owned.
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.
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 November 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.
Data within the AUS Retail Sports and Outdoors November 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
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.
The AUS Retail Sports and Outdoors November 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 accuracy
Yes. The AUS Retail Sports and Outdoors November 2025 Report aggregates data from across both device types and Google Shopping.
The AUS Retail Sports and Outdoors November 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.
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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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.
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.