US Retail Toys and Games - PPC Market Share Analysis February 2025

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

Market Exposure

Share of Clicks for top 10 US 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
Domain	Share of clicks
amazon.com	19.1
target.com	12.4
lego.com	7.9
walmart.com	7.56
nuggetcomfort.com	4.13
buildabear.com	3.09
disneystore.com	2.87
temu.com	2.66
orientaltrading.com	2.37
dominos.com	1.59
others	36.33

Amazon leads with 19.1% click share, followed by Target at 12.4%. Others collectively hold 36.33%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 US 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
Date	amazon.com	target.com	walmart.com	lego.com	temu.com	etsy.com	nuggetcomfort.com	dominos.com	kohls.com	disneystore.com
2025/01/01	20.77%	16.07%	7.32%	5.76%	2.52%	1.5%	0.82%	1.07%	0.76%	1.04%
2025/01/02	18.78%	15.39%	5.57%	4.36%	2.69%	1.59%	1.73%	1.83%	0.92%	1.14%
2025/01/03	16.17%	14.67%	6.31%	4.69%	3.27%	1.73%	1.25%	0.78%	1.11%	1.2%
2025/01/04	19.01%	14.67%	5.73%	4.62%	3.74%	1.88%	2.05%	1.25%	0.87%	0.91%
2025/01/05	17.82%	13.95%	5.68%	5.29%	4.26%	2.03%	1.87%	0.82%	1.05%	1.26%
2025/01/06	18.27%	10.74%	5.88%	4.59%	3.53%	1.88%	1.25%	1.43%	1.07%	1.02%
2025/01/07	17.26%	11.71%	5.81%	4.69%	3.85%	1.69%	1.98%	0.78%	1.03%	0.9%
2025/01/08	18.11%	10.28%	7.22%	5.4%	3.69%	1.62%	2.41%	0.7%	0.88%	1.25%
2025/01/09	17.43%	10.2%	5.74%	4.67%	3.38%	1.48%	2.32%	1.37%	1.47%	0.97%
2025/01/10	17.57%	9.84%	6.4%	6.41%	3.81%	1.53%	2.05%	1.17%	1.27%	0.87%
2025/01/11	18.71%	10.75%	7.32%	4.95%	4.01%	1.8%	2.15%	1.04%	1.3%	1.03%
2025/01/12	18.43%	10.02%	7.38%	4.44%	2.96%	1.91%	2.03%	1.07%	1.36%	1%
2025/01/13	20.15%	9.22%	5.91%	4.04%	2.96%	1.68%	2.26%	0.75%	1.11%	0.83%
2025/01/14	19.69%	8.9%	5.36%	5.2%	2.91%	1.65%	1.89%	0.74%	0.91%	1.57%
2025/01/15	18%	10.25%	7.19%	5.3%	3.69%	1.6%	2.36%	0.68%	0.88%	1.22%
2025/01/16	17.38%	10.2%	5.72%	4.6%	3.42%	1.46%	2.27%	1.34%	1.45%	0.95%
2025/01/21	14.23%	13.03%	8.68%	5.62%	3.23%	2.14%	2.49%	1.58%	1.19%	1.65%
2025/01/22	13.83%	11.24%	7.67%	5.72%	3.45%	2.41%	2.13%	1.46%	0.91%	1.3%
2025/01/23	13.69%	13%	6.23%	5.47%	3.48%	1.91%	2.05%	0.6%	0.54%	1.38%
2025/01/24	11.9%	12.48%	6.01%	10.56%	2.64%	2.01%	2.68%	1.43%	0.8%	1.55%
2025/01/25	15.16%	13.9%	5.53%	6.38%	2.83%	2.33%	2.58%	1.74%	1.03%	1.47%
2025/01/26	14.87%	14.12%	6.63%	5.7%	3.87%	2.1%	2.12%	1.31%	1.76%	0.99%
2025/01/27	16.52%	14.02%	8.01%	4.94%	3.09%	1.92%	1.61%	1.71%	1.33%	0.87%
2025/01/28	16.66%	11.83%	8.48%	4.87%	2.77%	1.83%	1.79%	1.48%	0.98%	0.72%
2025/01/29	15.87%	13.78%	9.96%	4.36%	2.82%	1.69%	1.93%	0.97%	0.89%	0.67%
2025/01/30	14.5%	11.37%	9.79%	8.25%	2.07%	1.6%	1.72%	0.92%	1.31%	0.95%
2025/01/31	17.62%	11.48%	8.56%	6.61%	2.28%	1.59%	1.55%	1.55%	1.31%	0.74%

Amazon’s PPC spend share fluctuated, starting at 20.77% and ending at 17.62%. Target’s share decreased from 16.07% to 11.48%. Walmart saw a rise, closing at 8.56%. Lego’s share peaked mid-month, finishing at 6.61%. Temu’s share declined, ending at 2.28%.

Market Exposure

Competitor Count for US 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
Date	Competitor Count
2025/01/01	4453
2025/01/02	4256
2025/01/03	4394
2025/01/04	4230
2025/01/05	4307
2025/01/06	4829
2025/01/07	4223
2025/01/08	4633
2025/01/09	4594
2025/01/10	4755
2025/01/11	4658
2025/01/12	4819
2025/01/13	4539
2025/01/14	4567
2025/01/15	4633
2025/01/16	4594
2025/01/21	4032
2025/01/22	4200
2025/01/23	4368
2025/01/24	3903
2025/01/25	4022
2025/01/26	4054
2025/01/27	4168
2025/01/28	4207
2025/01/29	4541
2025/01/30	4643
2025/01/31	4397

Advertisers fluctuated in January, peaking at 4,829 on the 6th, then dipping to 3,903 on the 24th. The month concluded with 4,397 advertisers.

Campaign Efficiency

Market Loss & Market Gains for US 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
Name	Market Trend
walmart.com	2.82%
target.com	1.9%
lego.com	1.07%
petco.com	0.57%
nuggetcomfort.com	0.47%
nintendo.com	-0.6%
wwe.com	-0.61%
orientaltrading.com	-0.76%
groupon.com	-0.81%
amazon.com	-3.25%

Walmart.com surged with a 2.82% click share increase, while amazon.com dropped by 3.25%. Target.com and lego.com also gained, contrasting declines from groupon.com and orientaltrading.com.

Campaign Efficiency

US 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	target.com	walmart.com	lego.com	temu.com	kohls.com	etsy.com	nuggetcomfort.com	wayfair.com	buildabear.com
2025/01/01	23.49%	21.08%	9.31%	2.4%	3.36%	1.08%	1.77%	0.74%	0.87%	0.52%
2025/01/02	21.98%	20.42%	6.98%	2.14%	3.57%	1.3%	1.78%	1.58%	0.93%	0.87%
2025/01/03	17.79%	19.75%	8.22%	2.16%	4.36%	1.62%	1.82%	1.19%	0.89%	1.7%
2025/01/04	21.04%	19.94%	7.45%	2.2%	4.84%	1.22%	2.04%	1.77%	0.81%	1.23%
2025/01/05	20.53%	18.34%	7.3%	2.6%	5.52%	1.45%	2.21%	1.61%	0.83%	0.42%
2025/01/06	21.14%	14.8%	7.78%	2.53%	4.6%	1.49%	2.12%	1.14%	1.2%	0.46%
2025/01/07	20.36%	16.07%	7.82%	2.27%	5.17%	1.47%	2%	1.74%	1.14%	0.94%
2025/01/08	21.11%	13.83%	9.6%	2.24%	4.95%	1.3%	1.9%	2.18%	1.21%	1.04%
2025/01/09	20.04%	13.92%	7.64%	2.19%	4.64%	2.16%	1.82%	2.06%	1.31%	0.82%
2025/01/10	20.86%	12.8%	8.3%	3.92%	5.12%	1.87%	1.81%	1.75%	1.4%	0.66%
2025/01/11	21.36%	13.66%	9.34%	2.23%	5.25%	1.73%	1.97%	1.81%	1.36%	1.17%
2025/01/12	21.47%	12.83%	9.71%	2.35%	3.77%	1.98%	2.09%	1.73%	1.23%	1.46%
2025/01/13	24.13%	12.38%	8%	2.05%	4%	1.68%	1.97%	2.07%	1.22%	0.84%
2025/01/14	23.63%	12.26%	7.39%	3.07%	3.89%	1.33%	1.8%	1.75%	1.35%	0.88%
2025/01/15	21.1%	13.87%	9.63%	2.21%	4.97%	1.3%	1.87%	2.15%	1.21%	1.02%
2025/01/16	20.07%	13.94%	7.66%	2.17%	4.7%	2.15%	1.81%	2.03%	1.31%	0.81%
2025/01/21	16.27%	15.76%	12.89%	2.61%	4.5%	1.81%	2.29%	2.49%	1.41%	1.82%
2025/01/22	15.76%	14.6%	12.29%	2.96%	5.07%	1.41%	2.57%	2.18%	1.62%	1.39%
2025/01/23	16.05%	16.57%	9.58%	2.97%	4.98%	0.84%	1.98%	2.29%	0.99%	0.45%
2025/01/24	14.27%	16.49%	10.05%	4.93%	3.93%	1.41%	2.2%	3.14%	1.35%	1.32%
2025/01/25	17.54%	17.57%	9.13%	2.96%	4.16%	1.7%	2.49%	2.9%	1.31%	0.93%
2025/01/26	17.13%	17.25%	10.13%	2.66%	5.09%	2.72%	2.19%	2.12%	1.23%	0.69%
2025/01/27	19.01%	17.35%	11.29%	2.07%	4.15%	1.96%	2%	1.67%	1.46%	0.38%
2025/01/28	18.54%	15.12%	12.47%	2.31%	3.71%	1.46%	1.87%	1.71%	1.54%	0.99%
2025/01/29	17.75%	16.07%	14.2%	2.31%	3.74%	1.24%	1.67%	1.85%	1.49%	1.03%
2025/01/30	16.43%	13.61%	14.65%	4.43%	2.93%	1.87%	1.7%	1.71%	1.31%	0.87%
2025/01/31	19.34%	13.67%	12.6%	3.66%	3.25%	2.06%	1.6%	1.58%	1.1%	0.98%

Amazon’s impression share fluctuated, peaking mid-month at 24.13%. Target’s share declined, while Walmart saw a late surge. Lego and Temu showed varied trends, with Temu peaking early. January ended with Amazon leading.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US 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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1
Gifts For Adult White Elephant https://www.amazon.com › shop › all
Huge Selection & Great Prices — Read customer reviews & find best sellers. Fast free delivery w/ Amazon Prime. Enjoy great deals and discounts on an array of products from various brands.
2
Order Online https://www.dominos.com
Domino’s® Pizza — Pizza, Breads & Dips, Wings, Pastas, Desserts, and More. Get All Your Favorites Delivered. Domino’s®...
3
Gamestop Official Site https://www.gamestop.com
Buy, Sell, & Trade Games — Shop for the latest VR headsets, video games, and virtual reality games at GameStop. GameStop...
4
Groupon® Official Site https://www.groupon.com › grablife
Local, Fun and Affordable — Check out all the awesome experiences, beauty services and restaurants waiting for you. Discover 1000s of fun & affordable experiences, beauty services & restaurants near you. Types: Beauty & Spa, Food & Drink, Travel.
5
The Official LEGO® Shop https://www.lego.com › lego › sets
Powered by Imagination — Discover the latest LEGO® releases and find the perfect set for all ages only at LEGO.com! Explore...

In the competitive world of Google PPC, Amazon, Domino’s, GameStop, Groupon, and LEGO captivate audiences with unique offerings. Amazon entices with vast selections and fast delivery, while Domino’s promises favorite meals delivered. GameStop appeals to gamers with trade options, Groupon offers affordable experiences, and LEGO inspires creativity.

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