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

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

The AUS Retail Toys and Games May 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 Toys and Games May 2026 Report aggregates data from across both device types and Google Shopping.

Who is this AUS Retail Toys and Games May 2026 Report for?

The AUS Retail Toys and Games May 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.

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.

AUS Retail Toys and Games - PPC Market Share Analysis May 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.

See more data

AIO Frequency

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

Frequency	Percentage
Frequency	3.88746489973
	96.1125351003

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	35
	65

35%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	12%
Transactional	12%
Navigational	1%
Seasonal	4%
Local	1%
Problem Solving	0%

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
babybunting.com.au	27.3
amazon.com.au	12.12
bigw.com.au	6.82
kmart.com.au	6.26
lego.com	6.01
temu.com	3.54
ebay.com.au	2.71
target.com.au	2.53
vulyplay.com	1.53
bricksmegastore.com	1.32
others	29.86

babybunting.com.au - 27.3%
amazon.com.au - 12.12%
bigw.com.au - 6.82%
kmart.com.au - 6.26%
lego.com - 6.01%
temu.com - 3.54%
ebay.com.au - 2.71%
target.com.au - 2.53%
vulyplay.com - 1.53%
bricksmegastore.com - 1.32%
others - 29.86%

In the toy and games PPC landscape, Baby Bunting leads with 27.3% click share, closely followed by Amazon at 12.12%. Others collectively hold 29.86%, showcasing 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.

See more data

Share of Spend - Last Month

Share of Spend - Last Month
Date	babybunting.com.au	temu.com	amazon.com.au	bigw.com.au	kmart.com.au	ebay.com.au	target.com.au	lego.com	vulyplay.com	bricksmegastore.com
2026/05/01	3.79%	3.14%	21%	7.84%	5.94%	2.21%	4.47%	14.35%	2.18%	1.99%
2026/05/02	6.13%	4.31%	23.35%	6.47%	5.33%	1.71%	3.87%	7.21%	2.65%	2%
2026/05/03	7.34%	4.64%	24.84%	6.2%	5.89%	2%	4.07%	6.22%	2.41%	1.53%
2026/05/04	4.49%	4.59%	23.28%	6.16%	5.12%	2.16%	3.74%	11.12%	2.11%	2.26%
2026/05/05	5.6%	4.03%	19.43%	8.86%	5.77%	2.78%	5.33%	6.42%	2.57%	2.24%
2026/05/06	7.14%	4.57%	15.31%	10.02%	6.75%	3.27%	5.63%	6.92%	1.87%	2.16%
2026/05/07	6.52%	5.07%	17.86%	10.39%	7.48%	3.81%	5.07%	3.51%	1.61%	2.17%
2026/05/08	6.12%	5.61%	15.48%	8.71%	7.05%	2.49%	4.93%	7.76%	2.03%	1.68%
2026/05/09	8.69%	6.82%	15.87%	7.79%	5.63%	3.37%	4.31%	3.68%	2.39%	2.01%
2026/05/10	10.8%	6.82%	15.6%	7.89%	5.39%	3.81%	3.83%	3.93%	2.24%	2.11%
2026/05/11	8.74%	6.71%	15.67%	7.97%	6.12%	2.74%	3.68%	3.62%	2.21%	2.07%
2026/05/12	7.57%	4.98%	18.58%	8.21%	6.81%	2.17%	2.38%	2.27%	2.11%	1.53%
2026/05/13	8.32%	4.58%	13.34%	7.74%	8.07%	3.45%	3.13%	2.14%	2.16%	1.36%
2026/05/14	9.2%	6.06%	10.55%	6.71%	6.62%	3.01%	2.84%	2.85%	2.79%	2.42%
2026/05/15	8.76%	6.01%	13.5%	6.75%	5.97%	3.16%	2.19%	2.44%	2.96%	1.87%
2026/05/16	7.51%	5.41%	17.69%	7.11%	6.49%	4.18%	1.88%	2%	1.9%	1.37%
2026/05/17	8.72%	5.87%	16.17%	6.02%	4.88%	6.19%	1.63%	1.66%	1.95%	1.63%
2026/05/18	8.08%	5.57%	14.96%	6.38%	5.46%	5.08%	1.65%	2.29%	2.09%	1.91%
2026/05/19	7.18%	5.83%	14.54%	7.22%	5.6%	5.12%	1.96%	1.84%	2.09%	1.81%
2026/05/20	10.31%	6.07%	14.09%	7.07%	5.82%	4.72%	1.78%	2%	1.99%	1.76%
2026/05/21	13.13%	5.92%	15.69%	6.76%	6.52%	3.62%	1.99%	1.87%	1.73%	1.79%
2026/05/22	11.44%	5.4%	16.09%	6.28%	9.35%	3.12%	2.1%	1.67%	1.99%	1.72%
2026/05/23	11.09%	6.43%	15.88%	6.24%	9.71%	2.43%	2.25%	1.85%	1.82%	1.83%
2026/05/24	14.43%	5.63%	14.13%	5.2%	9.16%	3.46%	2.5%	2.28%	1.98%	2.56%
2026/05/25	10.25%	5.58%	14.08%	6.83%	8.91%	3.44%	2.47%	2.38%	1.86%	1.87%
2026/05/26	8.79%	5.6%	19.94%	7.21%	7%	4.11%	2.36%	3.36%	1.75%	2.04%
2026/05/27	10.61%	5.89%	17.95%	6.35%	6.95%	4.41%	2.63%	2.43%	2.03%	1.88%
2026/05/28	11.61%	6.33%	16.66%	6.76%	5.82%	4.08%	2.57%	2.35%	2.05%	1.8%
2026/05/29	12.13%	8.49%	10.5%	7.02%	5.88%	5.18%	3.14%	2.15%	2.07%	1.48%
2026/05/30	14.11%	8.92%	7.04%	6.77%	5.35%	5.45%	3.22%	2.03%	2.42%	1.73%
2026/05/31	13.99%	8.19%	6.84%	6.23%	5.31%	5.25%	3.06%	2.68%	2.42%	1.62%

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

In May 2026, Amazon.com.au led PPC spend, peaking early, then declining. Babybunting.com.au surged mid-month, finishing strong. Temu.com steadily increased, while BigW and Kmart fluctuated. Lego.com and Target.com.au saw declines.

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
2026/05/01	1038
2026/05/02	1036
2026/05/03	1048
2026/05/04	1049
2026/05/05	1066
2026/05/06	1088
2026/05/07	1081
2026/05/08	1099
2026/05/09	1125
2026/05/10	1126
2026/05/11	1123
2026/05/12	1128
2026/05/13	1122
2026/05/14	1048
2026/05/15	1099
2026/05/16	1149
2026/05/17	1165
2026/05/18	1172
2026/05/19	1165
2026/05/20	1154
2026/05/21	1175
2026/05/22	1211
2026/05/23	1206
2026/05/24	1191
2026/05/25	1204
2026/05/26	1234
2026/05/27	1287
2026/05/28	1283
2026/05/29	1294
2026/05/30	1275
2026/05/31	1311

May saw a dynamic rise in distinct advertisers, starting at 1,038 and peaking at 1,311. The month concluded with a strong upward trend.

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	9.26%
ebay.com.au	0.58%
temu.com	0.54%
disneystore.com.au	0.18%
kmart.com.au	0.17%
jellycat.com	-0.78%
target.com.au	-0.96%
bigw.com.au	-1.22%
amazon.com.au	-2.69%
lego.com	-4.1%

Babybunting.com.au surged with a 9.26% click share increase, while lego.com faced a 4.1% 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	babybunting.com.au	temu.com	bigw.com.au	amazon.com.au	ebay.com.au	kmart.com.au	target.com.au	vulyplay.com	lego.com	bricksmegastore.com
2026/05/01	4.52%	3.53%	10.1%	21.88%	2.6%	8.5%	5.82%	1.51%	9.84%	1.57%
2026/05/02	6.74%	4.91%	8.12%	23.48%	2.14%	7.48%	5.39%	1.91%	4.1%	1.54%
2026/05/03	8.12%	5.01%	7.5%	25.57%	2.51%	8.01%	5.29%	1.8%	3.63%	1.19%
2026/05/04	4.8%	5.07%	8.07%	24.92%	2.87%	7.34%	4.97%	1.53%	6.63%	1.94%
2026/05/05	5.36%	4.51%	11.07%	20.59%	3.22%	7.82%	6.84%	1.68%	3.8%	1.87%
2026/05/06	7.04%	4.72%	12.55%	16.75%	3.56%	8.43%	7.21%	1.21%	4.35%	1.71%
2026/05/07	5.79%	5.17%	12.56%	18.54%	4.47%	9.36%	6.36%	1.21%	2.26%	1.76%
2026/05/08	5.72%	5.32%	10.59%	17.28%	2.8%	9.59%	6.16%	1.38%	5.72%	1.46%
2026/05/09	8.4%	6.86%	8.86%	16.97%	3.72%	7.6%	5.47%	1.72%	2.25%	1.69%
2026/05/10	10.81%	6.9%	8.4%	17.48%	3.95%	7.56%	5.05%	1.65%	2.33%	1.59%
2026/05/11	8.29%	6.69%	9.14%	18.14%	3.47%	8.24%	4.6%	1.54%	2.31%	1.58%
2026/05/12	7.16%	4.99%	9.15%	21.15%	2.7%	8.72%	2.87%	1.45%	1.35%	1.27%
2026/05/13	7.79%	4.43%	8.91%	15.63%	4.09%	10.01%	3.83%	1.51%	1.27%	1.02%
2026/05/14	9.07%	6.04%	7.85%	12.4%	3.84%	8.37%	3.41%	1.99%	1.98%	1.79%
2026/05/15	8.49%	5.98%	7.79%	15.55%	4.01%	7.75%	2.7%	2.12%	1.55%	1.51%
2026/05/16	7.15%	5.22%	8.24%	20.43%	4.86%	8.46%	2.2%	1.4%	1.25%	1.08%
2026/05/17	8.08%	5.67%	6.81%	18.89%	7.51%	6.48%	1.92%	1.51%	0.98%	1.28%
2026/05/18	7.44%	5.55%	7.64%	17.7%	6.61%	7.16%	2.05%	1.45%	1.24%	1.48%
2026/05/19	6.64%	5.71%	8.2%	17.06%	6.35%	7.37%	2.36%	1.5%	1.12%	1.44%
2026/05/20	9.71%	6.06%	8.26%	15.85%	6.03%	7.47%	2.21%	1.42%	1.26%	1.41%
2026/05/21	12.95%	5.93%	7.82%	17.48%	4.53%	8.6%	2.36%	1.21%	1.1%	1.48%
2026/05/22	10.99%	5.41%	7.65%	17.95%	3.72%	12.01%	2.53%	1.45%	0.94%	1.28%
2026/05/23	10.22%	6.42%	7.55%	18.34%	3.02%	12.43%	2.76%	1.3%	1.1%	1.42%
2026/05/24	13.83%	5.54%	6%	15.43%	4.52%	11.76%	3.15%	1.54%	1.51%	2.13%
2026/05/25	9.58%	5.55%	7.65%	14.82%	4.28%	11.3%	3.05%	1.37%	1.45%	1.49%
2026/05/26	7.99%	5.49%	7.81%	18.5%	5.13%	8.72%	2.85%	1.17%	1.84%	1.52%
2026/05/27	9.85%	5.87%	7.61%	17.21%	5.5%	8.82%	3.25%	1.4%	1.35%	1.49%
2026/05/28	10.85%	6.58%	7.79%	16.15%	5.16%	7.43%	3.21%	1.44%	1.34%	1.44%
2026/05/29	11.1%	8.71%	8.25%	10.86%	6.14%	7.37%	3.76%	1.47%	1.31%	1.14%
2026/05/30	13.37%	9.18%	7.84%	7.47%	6.8%	6.62%	3.81%	1.62%	1.29%	1.33%
2026/05/31	13.3%	8.55%	7.57%	7.27%	6.53%	6.45%	3.67%	1.77%	1.57%	1.24%

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

In May 2026, Amazon.com.au led with a fluctuating impression share, peaking early and declining by month’s end. Babybunting.com.au and Kmart.com.au showed steady growth, while Temu.com and Bigw.com.au maintained moderate shares. The month concluded with Amazon’s share decreasing significantly.

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
Spend & Save Up To 20% | 5% Price Beat Promise | Baby Bunting https://www.babybunting.com.au
The more you spend, the more you save. Save up to 20% when you spend $2,400+. Shop now. Choose from a wide range of prams, car seats, furniture, babywear & more at Baby Bunting.
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
Build and display spectacular LEGO® sets. LEGO® Certified Stores are built for brick enthusiasts...
4
The Official LEGO® Shop - Shop The Latest LEGO® Sets https://www.lego.com › lego › sets
Discover the latest LEGO® releases and find the perfect set for all ages only at LEGO.com! Shop awesome LEGO® building toys and brick sets and find the perfect gift. Exclusive Sets.
5
RedBalloon https://www.redballoon.com.au › redballoon › experiences
Experiences Gifts — Unique & memorable experience gifts they'll never forget. Sign up now & get $25* off. At RedBalloon we've helped 5 million people find the perfect experience. Let’s find yours. Last Minute Gifts.

In the competitive landscape of Google PPC, Baby Bunting entices with a “Spend & Save” offer, while Baby Kingdom highlights its legacy as Sydney’s premier baby store. LEGO® captivates enthusiasts with certified stores and exclusive sets, and RedBalloon offers unforgettable experience gifts, promising memorable moments.

Frequently Asked Questions

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

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

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

The AUS Retail Toys and Games May 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.

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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

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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 Toys and Games - PPC Market Share Analysis May 2026