AUS Retail Toys and Games - PPC Market Share Analysis November 2025

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	2.23185957548
	97.7681404245

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	41
	59

41%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	21%
Transactional	12%
Navigational	0%
Seasonal	9%
Local	1%
Problem Solving	2%

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	19.4
temu.com	9.8
target.com.au	7.48
kmart.com.au	4.84
bigw.com.au	4.57
babybunting.com.au	4.22
lego.com	3.97
ebay.com.au	2.98
costumebox.com.au	1.59
vulyplay.com	1.38
others	39.77

amazon.com.au - 19.4%
temu.com - 9.8%
target.com.au - 7.48%
kmart.com.au - 4.84%
bigw.com.au - 4.57%
babybunting.com.au - 4.22%
lego.com - 3.97%
ebay.com.au - 2.98%
costumebox.com.au - 1.59%
vulyplay.com - 1.38%
others - 39.77%

Amazon.com.au leads with 19.4% click share, followed by Temu.com at 9.8%. Others dominate with 39.77%, highlighting diverse competition.

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	kmart.com.au	target.com.au	lego.com	ebay.com.au	vulyplay.com	bricksmegastore.com	costumebox.com.au	myer.com.au
2025/10/01	23.01%	9.16%	4.06%	12.73%	6.11%	2.63%	1.73%	2.35%	1.34%	1.1%
2025/10/02	21.26%	9.36%	4.44%	11.49%	6.54%	2.48%	1.57%	2.21%	1.26%	0.84%
2025/10/03	18.83%	9.49%	4.44%	8.99%	7.97%	2.84%	2.04%	1.84%	3.57%	0.89%
2025/10/04	17.44%	10.22%	3.95%	10.41%	5.57%	2.54%	1.74%	2.25%	2.74%	2.87%
2025/10/05	19.51%	10.08%	4.01%	10.41%	5.71%	2.93%	1.58%	2.08%	1.94%	2.12%
2025/10/06	19.22%	10.08%	4.2%	9.8%	5.44%	3%	1.82%	1.78%	1.38%	1.58%
2025/10/07	29.18%	7.1%	3.69%	9.22%	5.73%	2.09%	1.63%	1.61%	2.44%	0.77%
2025/10/08	29.13%	7.42%	3.31%	10.29%	4.55%	2.31%	1.61%	1.18%	1.7%	0.55%
2025/10/09	25.72%	9.15%	3.95%	12.28%	4.61%	2.81%	1.67%	1.35%	1.03%	0.62%
2025/10/10	26.16%	9.47%	4.15%	11.44%	4.14%	2.7%	1.11%	1.29%	1.53%	1.61%
2025/10/11	26.14%	8.64%	4.66%	11.02%	4.3%	2.26%	1.1%	1.27%	2.36%	1.44%
2025/10/12	25.96%	10.51%	4.4%	11.25%	5.07%	2.83%	1.44%	1.15%	1.29%	2.07%
2025/10/13	28.16%	9.62%	4.82%	10.77%	3.72%	2.82%	1.35%	1.05%	1.31%	0.52%
2025/10/14	17.69%	10.6%	5.7%	11.65%	4.8%	3.05%	1.43%	1.18%	0.94%	0.76%
2025/10/15	16.92%	10.57%	5.54%	11.07%	4.8%	3.22%	1.29%	0.96%	1.86%	0.96%
2025/10/16	17.96%	10.74%	5.53%	8.21%	4.63%	3.8%	1.16%	1.12%	2.8%	0.96%
2025/10/17	19.4%	10.9%	5.15%	6.49%	4.95%	3.45%	1.39%	1.25%	2.58%	1.47%
2025/10/18	20.62%	12.38%	5.25%	6.37%	4.46%	3.28%	1.46%	1%	1.58%	1.81%
2025/10/19	24.78%	12.9%	4.7%	4.73%	5.19%	3.4%	1.47%	1.24%	1.99%	1.37%
2025/10/20	21.64%	10.97%	6.63%	5.59%	4.4%	3.4%	1.81%	1.07%	1.5%	1.18%
2025/10/21	20.1%	9.4%	6.76%	5.23%	5.38%	3.55%	2.02%	1.27%	2.17%	1.31%
2025/10/22	18.72%	10.84%	6.14%	4.57%	4.29%	3.94%	1.3%	1.29%	2.02%	1.07%
2025/10/23	20.24%	10.61%	6.38%	4.97%	3.19%	3.97%	1.91%	1.52%	2.58%	1.3%
2025/10/24	20.32%	10.3%	6.09%	5.28%	2.59%	3.8%	1.67%	1.23%	2.96%	1.62%
2025/10/25	20.27%	10.59%	5.61%	5.09%	2.95%	3.23%	1.46%	1.34%	2.68%	1.48%
2025/10/26	23.98%	12.97%	5.35%	5.21%	2.83%	3.59%	1.83%	1.38%	2.06%	2.07%
2025/10/27	23.55%	11.17%	5.43%	4.48%	3.22%	3.61%	2.25%	1.4%	1.74%	1.12%
2025/10/28	21.54%	10.52%	5.64%	3.85%	3.37%	3.75%	2.01%	1.29%	2.37%	1.01%
2025/10/29	22.4%	9.39%	6.09%	3.85%	3.98%	3.9%	2.04%	1.36%	2.76%	0.83%
2025/10/30	20.97%	9.84%	7.12%	4.85%	4.59%	3.56%	1.78%	1.15%	2.63%	0.88%
2025/10/31	21.57%	8.4%	7.51%	5.75%	5.1%	3.61%	1.8%	1.43%	1.28%	0.95%

amazon.com.au
temu.com
kmart.com.au
target.com.au
lego.com
ebay.com.au
vulyplay.com
bricksmegastore.com
costumebox.com.au
myer.com.au

Amazon.com.au’s PPC spend share fluctuated, peaking at 29.18% on October 7. Temu.com saw a steady rise, reaching 12.97% on October 26. Kmart.com.au’s share increased, ending at 7.51%. Target.com.au’s share declined, finishing at 5.75%.

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
2025/10/01	1301
2025/10/02	1269
2025/10/03	1250
2025/10/04	1251
2025/10/05	1277
2025/10/06	1278
2025/10/07	1247
2025/10/08	1225
2025/10/09	1251
2025/10/10	1274
2025/10/11	1289
2025/10/12	1255
2025/10/13	1272
2025/10/14	1286
2025/10/15	1271
2025/10/16	1283
2025/10/17	1283
2025/10/18	1288
2025/10/19	1269
2025/10/20	1270
2025/10/21	1256
2025/10/22	1234
2025/10/23	1252
2025/10/24	1247
2025/10/25	1252
2025/10/26	1230
2025/10/27	1232
2025/10/28	1242
2025/10/29	1234
2025/10/30	1247
2025/10/31	1249

October began with 1,301 advertisers, fluctuating throughout the month, peaking at 1,289 mid-month. It concluded with 1,249 advertisers, showing a slight decline.

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	1.82%
kmart.com.au	1.2%
temu.com	1.12%
bigw.com.au	0.94%
ebay.com.au	0.55%
halloweencostumes.com.au	-0.37%
toylandtreasures.com.au	-0.5%
lego.com	-0.63%
amazon.com.au	-1.58%
target.com.au	-5.31%

In the past month, babybunting.com.au surged with a 1.82% click share increase, while target.com.au faced a significant drop of 5.31%.

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	temu.com	kmart.com.au	bigw.com.au	target.com.au	lego.com	babybunting.com.au	ebay.com.au	vulyplay.com	costumebox.com.au
2025/10/01	21.97%	9.22%	3.83%	4.79%	11.37%	4.49%	1.85%	2.11%	1.69%	0.84%
2025/10/02	18.89%	9.71%	4.31%	5.38%	10.31%	4.83%	1.86%	1.99%	1.57%	0.87%
2025/10/03	16.85%	9.89%	4.5%	5.11%	7.89%	6.07%	2.1%	2.49%	2.07%	2.39%
2025/10/04	15.63%	10.42%	3.83%	5%	9.34%	4.22%	1.97%	2.12%	1.63%	1.85%
2025/10/05	17.7%	10.21%	3.83%	4.56%	9.4%	4.33%	1.7%	2.55%	1.52%	1.31%
2025/10/06	16.84%	9.88%	3.95%	4.65%	8.88%	4.21%	3.04%	2.56%	1.69%	1.04%
2025/10/07	27.02%	6.84%	3.49%	3.71%	8.33%	4.84%	3.23%	1.72%	1.67%	1.89%
2025/10/08	26.15%	7.37%	2.97%	4.23%	9.44%	3.92%	4.01%	1.98%	1.63%	1.27%
2025/10/09	22.87%	8.84%	3.6%	3.53%	11.53%	4.16%	3.21%	2.49%	1.65%	0.88%
2025/10/10	23.02%	9.02%	3.78%	4.24%	10.49%	3.76%	3.64%	2.27%	1.09%	1.26%
2025/10/11	23.13%	8.22%	4.21%	4.05%	10.19%	4.07%	3.77%	1.84%	1.08%	2.02%
2025/10/12	22.24%	9.96%	4%	5.3%	10.48%	5.13%	2.87%	2.39%	1.49%	1.13%
2025/10/13	25.33%	9.4%	4.53%	3.22%	10.26%	3.67%	1.86%	2.49%	1.42%	1.16%
2025/10/14	14.57%	10.28%	5.21%	4.53%	10.62%	4.71%	2.09%	2.57%	1.5%	0.87%
2025/10/15	14.11%	10.33%	5.08%	5.73%	10.02%	4.67%	1.75%	2.7%	1.38%	1.71%
2025/10/16	15.29%	10.29%	4.88%	5.5%	7%	4.52%	2.06%	3.17%	1.19%	2.43%
2025/10/17	16.72%	10.66%	4.49%	5.37%	5.42%	4.73%	2.3%	2.85%	1.46%	2.3%
2025/10/18	18.34%	12.22%	4.73%	4.99%	5.37%	4.47%	1.75%	2.79%	1.59%	1.37%
2025/10/19	21.24%	13.26%	4.19%	4.62%	3.59%	5.68%	1.85%	2.84%	1.67%	1.81%
2025/10/20	18.86%	10.47%	6.02%	6.16%	4.34%	4.82%	3.82%	2.56%	1.98%	1.27%
2025/10/21	17.4%	8.87%	6.02%	5.14%	3.95%	6.06%	3.82%	2.77%	2.39%	2%
2025/10/22	15.88%	10.26%	5.41%	5.29%	3.42%	5.2%	3.8%	3.19%	1.51%	1.97%
2025/10/23	17.53%	10.25%	5.63%	5.25%	4.08%	3.75%	3.41%	3.23%	2.07%	2.42%
2025/10/24	17.74%	9.76%	5.38%	5.38%	4.36%	3%	3.52%	3.03%	2.04%	2.82%
2025/10/25	18.02%	10.31%	4.9%	4.53%	4.31%	3.44%	3.92%	2.42%	1.62%	2.58%
2025/10/26	21.69%	12.86%	4.66%	4.85%	4.42%	3.13%	3.64%	2.84%	1.93%	1.9%
2025/10/27	20.67%	10.6%	4.58%	5.96%	3.61%	3.55%	4%	2.73%	2.47%	1.63%
2025/10/28	18.7%	9.92%	4.83%	6.1%	3.16%	3.42%	3.16%	3%	1.94%	2.28%
2025/10/29	18.91%	8.79%	5.33%	6.19%	3.09%	3.92%	3.29%	3.13%	2.04%	2.8%
2025/10/30	17.46%	8.94%	6.46%	6.78%	4.1%	4.56%	3.12%	2.68%	1.75%	2.68%
2025/10/31	18.54%	7.58%	6.88%	6.33%	5.12%	4.96%	3.32%	2.85%	1.59%	1.22%

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

Amazon.com.au’s impression share fluctuated, peaking at 27.02% on October 7. Temu.com saw a rise, reaching 13.26% on October 19. Kmart.com.au and Bigw.com.au showed steady growth, while Target.com.au declined. Lego.com and Babybunting.com.au remained stable.

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
Shop Toys for infant | Fast delivery with Prime https://www.amazon.com.au › shop › toys
Browse & Discover Thousands of products. Read Customer Reviews and Find Best Sellers. Free Delivery on Eligible Orders.
2
Cyber Month Sale On Now https://www.babybunting.com.au
Australia's Largest Baby Store — Cyber sale has started and everyone's winning. Shop Baby Bunting for must-have baby buys. Choose from a wide range of prams, car seats, furniture, babywear & more at Baby Bunting.
3
Shop For The Festive Season | The Official LEGO® Site https://www.lego.com
It's never too early to start a wish list to capture the Christmas gifts they really want. Check out our selection of Christmas gift ideas for this festive season.
4
Toys For 0-4 Years https://www.lovevery.com.au › play-kits
Lovevery — Right Toys, Right Tools, Right Time With Lovevery® Play Essentials | Confidence Delivered. Get The Most Out Of Playtime - Lovevery®. Researched By Experts, So You Don't Have To. Ages 0-4+ Right Toys, Right Time. Child-Safe & Sustainable. Stage-Based Play. No Commitments. Cancel Any Time.
5
Black Friday Up to 60% Off | Little Learners Toys https://www.thelittlelearnerstoys.com
Shop all your favorites easily and enjoy quality and selection at your fingertips. Discover the Shop All collection featuring a wide range of top-rated...

In the competitive world of toys and games, Amazon.com.au entices with fast delivery and customer reviews, while Baby Bunting’s Cyber Month Sale highlights its vast baby product range. LEGO captures festive spirit with Christmas gift ideas, Lovevery focuses on developmental play for ages 0-4, and Little Learners Toys offers significant Black Friday discounts.

Frequently Asked Questions

Why is the AUS Retail Toys and Games November 2025 Report useful and how should I use it?

Why is the AUS Retail Toys and Games November 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 Toys and Games 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.
How often is the data updated?

Data within the AUS Retail Toys and Games November 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 Toys and Games November 2025 Report?

The AUS Retail Toys and Games 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.

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Does this include mobile, desktop and Google Shopping data?

Yes. The AUS Retail Toys and Games November 2025 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Retail Toys and Games November 2025 Report for?

The AUS Retail Toys and Games 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.
Can I get a custom report for my brand?

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AUS Retail Toys and Games - PPC Market Share Analysis November 2025