AUS Retail Toys and Games - PPC Market Share Analysis February 2026

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

Google AI Overview visibility for Retail Toys and Games 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	4.63696545292
	95.3630345471

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	36
	64

36%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	14%
Transactional	13%
Navigational	0%
Seasonal	8%
Local	1%
Problem Solving	1%

Market Exposure

Share of Clicks for top 10 AUS Retail Toys and Games 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
amazon.com.au	14.98
bigw.com.au	8.52
kmart.com.au	8.36
babybunting.com.au	7.59
temu.com	6.14
lego.com	6.11
target.com.au	4.8
ebay.com.au	2.61
vulyplay.com	2.24
bricksmegastore.com	1.76
others	36.89

amazon.com.au - 14.98%
bigw.com.au - 8.52%
kmart.com.au - 8.36%
babybunting.com.au - 7.59%
temu.com - 6.14%
lego.com - 6.11%
target.com.au - 4.8%
ebay.com.au - 2.61%
vulyplay.com - 2.24%
bricksmegastore.com - 1.76%
others - 36.89%

Amazon.com.au leads with 14.98% click share, followed by others at 36.89%. BigW and Kmart trail closely, while Bricksmegastore lags behind.

Market Exposure

Share of Spend for the top 10 AUS Retail Toys and Games 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	amazon.com.au	temu.com	bigw.com.au	target.com.au	lego.com	kmart.com.au	ebay.com.au	babybunting.com.au	vulyplay.com	bricksmegastore.com
2026/02/01	16.06%	9.36%	7.17%	3.5%	5.39%	7.05%	3.45%	2.74%	3.92%	2.9%
2026/02/02	16.81%	9.17%	7.36%	3.13%	4.02%	6.51%	3.21%	2.21%	2.81%	2.67%
2026/02/03	19.44%	8.67%	5.51%	3.57%	5.01%	8.32%	2.35%	2.48%	3.17%	2.07%
2026/02/04	10.79%	9.33%	8.9%	4.82%	3.86%	8.06%	3.24%	1.94%	2.11%	2.59%
2026/02/05	9.44%	8.46%	9.61%	5.37%	3.27%	8.37%	3.1%	1.71%	2.9%	2.16%
2026/02/06	11.7%	8.39%	8.31%	6.27%	3.71%	7.83%	2.67%	2.1%	2.61%	2.23%
2026/02/07	15.36%	8.52%	7.79%	5.83%	3.25%	8.08%	2.87%	1.88%	2.4%	1.92%
2026/02/08	16.23%	8.7%	6.81%	5.34%	3.61%	7.96%	3.29%	1.78%	2.55%	1.89%
2026/02/09	15.56%	7.78%	7.22%	5.36%	3.71%	7.31%	3.84%	1.82%	2.81%	2.05%
2026/02/10	13.88%	6.41%	7.8%	4.41%	4.89%	6.45%	3.65%	2.62%	2.32%	1.61%
2026/02/11	12.87%	6%	8.37%	4.69%	4.54%	7.21%	3.11%	2.57%	2.22%	1.98%
2026/02/12	10.94%	6.24%	6.81%	5.06%	4.95%	6.87%	2.62%	2.41%	2.09%	2.02%
2026/02/13	11.66%	8.36%	8.28%	6.24%	3.7%	7.8%	2.66%	2.09%	2.6%	2.23%
2026/02/14	15.3%	8.49%	7.77%	5.81%	3.25%	8.06%	2.86%	1.88%	2.39%	1.91%
2026/02/15	16.21%	8.69%	6.8%	5.33%	3.6%	7.96%	3.29%	1.77%	2.55%	1.89%
2026/02/16	15.54%	7.77%	7.21%	5.35%	3.7%	7.3%	3.84%	1.82%	2.81%	2.05%
2026/02/17	24.08%	10.3%	4.57%	3.44%	5%	2.27%	1.76%	2.52%	2.38%	2.04%
2026/02/18	24.77%	8.35%	5.42%	4.46%	4.04%	4.95%	2.5%	2.7%	1.55%	2.12%
2026/02/19	19.01%	6.9%	7.16%	4.52%	5.11%	5.59%	2.3%	2.54%	2.67%	2.31%
2026/02/20	16.9%	7.28%	7.35%	4.41%	5.67%	5.83%	2.7%	2.58%	3.04%	2.15%
2026/02/21	18.55%	4.08%	5.3%	3.46%	8.06%	5.12%	2.07%	3.52%	4.08%	3.44%
2026/02/22	22.88%	4.05%	3.71%	2.06%	10.5%	2.85%	1.47%	3.71%	4.26%	3.99%
2026/02/23	23.54%	5.09%	5%	1.89%	7.24%	3.66%	1.45%	3.15%	3.74%	3.14%
2026/02/24	17.79%	7.52%	6.35%	2.98%	6.56%	4.27%	1.96%	2.57%	2.98%	2.58%
2026/02/25	15.39%	7.71%	7.48%	3.17%	7.02%	5.02%	2.04%	2.51%	3.55%	2.58%
2026/02/26	15.62%	6.23%	5.54%	4.05%	9.64%	5.55%	2.26%	3.69%	3.72%	3.55%
2026/02/27	19.48%	5.22%	5.8%	4.43%	5.87%	4.26%	2.11%	4.43%	3.55%	3.7%
2026/02/28	19.41%	6.78%	6.11%	5.17%	5.14%	4.87%	2.48%	2.43%	2.09%	1.71%

amazon.com.au
temu.com
bigw.com.au
target.com.au
lego.com
kmart.com.au
ebay.com.au
babybunting.com.au
vulyplay.com
bricksmegastore.com

Amazon.com.au’s PPC spend share fluctuated, peaking mid-month at 24.77%. Temu.com saw a decline, while Lego.com surged late February. The month ended with Amazon leading, followed by Temu and BigW.

Market Exposure

Competitor Count for AUS Retail Toys and Games

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
2026/02/01	1200
2026/02/02	1250
2026/02/03	1248
2026/02/04	1194
2026/02/05	1207
2026/02/06	1224
2026/02/07	1211
2026/02/08	1219
2026/02/09	1212
2026/02/10	1179
2026/02/11	1164
2026/02/12	1175
2026/02/13	1224
2026/02/14	1211
2026/02/15	1219
2026/02/16	1212
2026/02/17	1073
2026/02/18	1078
2026/02/19	1145
2026/02/20	1097
2026/02/21	1051
2026/02/22	1008
2026/02/23	1032
2026/02/24	1059
2026/02/25	1056
2026/02/26	1049
2026/02/27	1017
2026/02/28	1010

February began with 1,200 advertisers, peaking at 1,250 on the 2nd. A decline followed, ending the month at 1,010.

Campaign Efficiency

Market Loss & Market Gains for AUS Retail Toys and Games

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
babybunting.com.au	3.03%
lego.com	2.35%
amazon.com.au	2.17%
redballoon.com.au	0.95%
toymate.com.au	0.55%
ebay.com.au	-0.54%
target.com.au	-0.77%
temu.com	-1.07%
bigw.com.au	-2.29%
kmart.com.au	-2.85%

In the past month, babybunting.com.au surged with a 3.03% click share increase, while kmart.com.au faced a 2.85% decline.

Campaign Efficiency

AUS Retail Toys and Games 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	amazon.com.au	bigw.com.au	temu.com	kmart.com.au	target.com.au	ebay.com.au	babybunting.com.au	lego.com	vulyplay.com	littlenation.com.au
2026/02/01	17.79%	9.92%	10.61%	10.35%	4.65%	4.21%	2.74%	1.73%	2.64%	1.12%
2026/02/02	18.97%	9.51%	9.83%	8.96%	3.87%	4.19%	2.31%	1.53%	1.89%	1.25%
2026/02/03	21.54%	7.23%	9.41%	11.82%	4.54%	2.99%	2.8%	2.07%	2.17%	1.58%
2026/02/04	13.23%	10.72%	9.91%	10.58%	5.47%	3.87%	2.21%	1.69%	1.46%	1.63%
2026/02/05	11.34%	12.22%	8.63%	11.59%	6.2%	3.67%	1.94%	1.44%	1.96%	1.46%
2026/02/06	14.25%	10.41%	8.71%	10.41%	7.18%	3.38%	2.42%	1.49%	1.6%	1.49%
2026/02/07	17.7%	9.73%	8.93%	11.18%	6.87%	3.28%	2.15%	1.35%	1.7%	1.37%
2026/02/08	18.82%	8.36%	9.39%	11.06%	6.67%	3.76%	1.96%	1.41%	1.76%	1.78%
2026/02/09	17.5%	9.07%	8.86%	10.12%	6.5%	4.67%	2.03%	1.51%	1.78%	1.57%
2026/02/10	14.25%	9.65%	7.25%	8.58%	5.21%	4.98%	3.1%	2.18%	1.63%	1.69%
2026/02/11	14.39%	10.94%	6.38%	10.18%	5.95%	3.86%	3.24%	2.04%	1.58%	1.63%
2026/02/12	12.53%	8.99%	7.11%	9.73%	6.23%	3.34%	2.86%	1.94%	1.66%	1.83%
2026/02/13	14.25%	10.41%	8.71%	10.41%	7.18%	3.38%	2.42%	1.49%	1.6%	1.49%
2026/02/14	17.7%	9.73%	8.93%	11.18%	6.87%	3.28%	2.15%	1.35%	1.7%	1.37%
2026/02/15	18.82%	8.36%	9.39%	11.06%	6.67%	3.76%	1.96%	1.41%	1.76%	1.78%
2026/02/16	17.5%	9.07%	8.86%	10.12%	6.5%	4.67%	2.03%	1.51%	1.78%	1.57%
2026/02/17	29%	5.83%	11.54%	3.2%	4.05%	2.23%	2.72%	2.1%	1.52%	1.26%
2026/02/18	27.84%	6.66%	9.55%	6.88%	5.44%	3.18%	2.79%	1.71%	0.92%	0.86%
2026/02/19	20.84%	9.09%	7.67%	7.98%	6.03%	3.07%	2.83%	2.04%	1.88%	1.35%
2026/02/20	19.09%	9.07%	8.19%	8.31%	6.04%	3.26%	2.94%	1.97%	1.94%	1.35%
2026/02/21	21.33%	7.23%	5.1%	8.28%	4.86%	2.66%	4.21%	3.81%	2.97%	1.37%
2026/02/22	27.5%	5.25%	4.75%	4.8%	3.13%	2.08%	5.36%	5.61%	3%	1.03%
2026/02/23	24.75%	6.57%	6.64%	5.83%	2.56%	2.26%	4.04%	3.63%	2.98%	1.43%
2026/02/24	20.1%	7.93%	8.15%	6.48%	4.11%	2.85%	3.29%	3.27%	2.13%	1.96%
2026/02/25	17.08%	8.73%	8.43%	7.33%	4.43%	2.92%	3.35%	3.24%	2.36%	1.55%
2026/02/26	17.02%	7.48%	7.63%	8.1%	5.63%	3.19%	4.41%	4.63%	2.46%	1.61%
2026/02/27	20.55%	7.77%	6.6%	6.43%	6.09%	2.92%	5.09%	2.77%	2.74%	1.29%
2026/02/28	19.65%	8.24%	7.65%	7.46%	6.87%	3.28%	2.68%	2.28%	1.61%	1.01%

amazon.com.au
bigw.com.au
temu.com
kmart.com.au
target.com.au
ebay.com.au
babybunting.com.au
lego.com
vulyplay.com
littlenation.com.au

Amazon.com.au’s impression share fluctuated, peaking at 29.00% mid-month. BigW.com.au and Temu.com saw declines, while Kmart.com.au and Target.com.au experienced mixed trends. February ended with Amazon leading.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Retail Toys and Games

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 Toys and Games - Last month

1
Big Brand Sale On Now | Australia's Largest Baby Store | Baby Bunting https://www.babybunting.com.au
All your favourite brands, one epic event. Shop today. Choose from a wide range of prams, car seats, furniture, babywear & more at Baby Bunting. Australia-Wide Delivery. Click & Collect Available.
2
Welcome To Baby Kingdom | Australia's Biggest Baby Shops https://www.babykingdom.com.au
Baby Kingdom has been Sydney's premier baby store for over 30 years. Shop the best deals in Australia on baby prams, cots, car seats, and more.
3
LEGO® Certified Stores - Shop Online Now https://lego.bricksmegastore.com
LEGO® Certified Stores are built for brick enthusiasts to become the builders of tomorrow.
4
The Official LEGO® Shop https://www.lego.com
The Largest LEGO® Selection — Explore the world of LEGO® sets one brick at a time. Shop your favorites today! Shop awesome LEGO® building toys and brick sets and find the perfect gift. Exclusive Sets. Sets For All Ages.
5
Toyworld Australia https://www.toyworld.com.au
Australia's Leading Toy Store — Toyworld is Australia's leading toy store, offering a wide range of toys for children. Toyworld has...

In the vibrant world of Google PPC, Baby Bunting and Baby Kingdom captivate with their expansive baby product offerings, emphasizing convenience and legacy. Meanwhile, LEGO® and Toyworld enchant with promises of creativity and endless play, each highlighting their unique selections and storied brands.

Frequently Asked Questions

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

Why is the AUS Retail Toys and Games 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 Toys and Games 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 Toys and Games 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 Toys and Games February 2026 Report?

The AUS Retail Toys and Games 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.

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Does this include mobile, desktop and Google Shopping data?

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

The AUS Retail Toys and Games 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?

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AUS Retail Toys and Games - PPC Market Share Analysis February 2026