Monthly category report
Bathtubs at Lowe’s, The Home Depot, Wayfair and Ferguson, September 2026
Sterling went from 0% to 17% of the top results at Ferguson between the start and the end of September.
At a glance
- 38%Biggest brand: Bootz Industries at The Home Depot
- 44%of the top results at Wayfair are ads
- 0% to 17%One of the biggest changes: Sterling gained share at Ferguson
Key findings
- Bootz Industries holds 38% of the top results at The Home Depot, the highest of the four retailers.
- Ads are 44% of the top results at Wayfair and 16% at Lowe’s.
- Sterling went from 0% to 17% of the top results at Ferguson between the start and the end of September.
- 5 products entered the top results at Lowe’s in September; 2 are new to the category.
- WoodBridge leads “freestanding tub” at The Home Depot with 33%.
About this report
This report covers 264 products in the top results for bathtubs at Lowe’s, The Home Depot, Wayfair and Ferguson, 1 to 30 September 2026. Top results are the first 24 products a shopper sees in a category or a search. It shows what a shopper sees, not what sells.
How it is measuredChanges this month
Sterling went from 0% to 17% of the top results at Ferguson between the start and the end of September.
Within September
- SterlingFergusonup, from 0% to 17%
- American StandardFergusondown, from 35% to 21%
- AbruzzoWayfairup, from 4% to 15%
- KohlerFergusondown, from 40% to 29%
- DeltaThe Home Depotdown, from 29% to 23%
- POCCI&VANCCIWayfairup, from 0% to 6%
- Vanity ArtWayfairup, from 2% to 8%
Against August
- American StandardLowe’sup, from 8% to 16%
- EnduranceLowe’sdown, from 5% to 2%
gained share lost share
What it shows
The biggest loss was American Standard at Ferguson, from 35% to 21%, between the start and the end of September. At Wayfair the biggest change between the start and the end of September was Abruzzo, from 4% to 15%.
Why it matters
Sterling is seen more in bathtubs at Ferguson than earlier in September: about four places in every 24 gained.
What to do
Compare Sterling in bathtubs across the retailers in this chart, and look at its prices and ads where it moved.
New products
5 products entered the top results at Lowe’s in September; 2 are new to the category.
By retailer
- Lowe’sall of September5
- The Home Depotall of September1
- Wayfairsince 16 September8
- FergusonNo new products entered the top results since 20 September.
- American Standard Princeton 30-in x 60-in White Porcelain Enameled…Lowe’s · new to the category · adPosition 6$730
- American Standard Princeton 30-in x 60-in White Porcelain Enameled…Lowe’sPosition 13$449
- Bootz Industries Maui NexTile 60 in. L x 30 in. W x 77 in. H Alcove…The Home DepotPosition 24$988
- WoodBridge 71" x 31.5" Freestanding Double Slipper Soaking…Wayfair · adPosition 3$1,151
- OVE Decors Aveline 60" x 29.53" Solid Surface Freestanding…Wayfair · new to the category · adPosition 11$1,041
What it shows
Each retailer is counted from its own start: 8 at Wayfair since 16 September, 5 at Lowe’s in September and 1 at The Home Depot in September. The periods differ, so the counts are not compared. At Ferguson, no new products entered the top results since 20 September.
Why it matters
A new product for bathtubs is one not in the top results in the four weeks before or, where a retailer’s figures begin this month, before the date shown.
What to do
Compare the prices of the new products for bathtubs with your own, retailer by retailer.
What shoppers search
WoodBridge leads “freestanding tub” at The Home Depot with 33%.
“freestanding tub”
- Lowe’sVanity Art21%ads 17%
- The Home DepotWoodBridge33%
- Wayfairmonblari25%ads 50%
- FergusonKohler33%
“drop in tub”
- Lowe’sKohler38%ads 17%
- The Home DepotAmerican Standard21%
- WayfairWaterTech38%ads 50%
- FergusonKohler58%
“whirlpool tub”
- Lowe’sEndurance42%ads 0%
- The Home DepotAmerican Standard33%
- WayfairWaterTech34%ads 50%
- FergusonKohler38%
Search results on 30 September.
Ad share: Lowe’s and Wayfair only.
What it shows
The leaders for “freestanding tub”: Vanity Art at Lowe’s (21%); WoodBridge at The Home Depot (33%); monblari at Wayfair (25%); Kohler at Ferguson (33%). Ads are 17% of that search’s top results at Lowe’s and 50% at Wayfair.
Why it matters
The same words, “freestanding tub”, put a different brand first at each retailer.
What to do
Search “freestanding tub” yourself at each retailer and note which of your products are in the top results.
What this report does not show
- Sales: a bigger share means a brand is seen more, not that it sells more.
- Lowe’s results depend on the shopper’s store.
- Who paid for an ad is not visible. At The Home Depot and Ferguson no product is marked as an ad, so a paid place without a mark is not counted.
Cite this report
Altavane Research, “Bathtubs at Lowe’s, The Home Depot, Wayfair and Ferguson, September 2026”, published 2 October 2026. https://altavane.com/research/bathtubs/september-2026. Free to quote with a link.