Monthly category report
Bathtubs at Lowe’s, The Home Depot, Wayfair and Ferguson, October 2026
American Standard went from 26% to 17% of the top results at Ferguson since September, the biggest change in this report.
At a glance
- 42%Biggest brand: Kohler at Ferguson
- 48%of the top results at Wayfair are ads
- 26% to 17%Biggest change: American Standard lost share at Ferguson
Key findings
- Kohler holds 42% of the top results at Ferguson, the highest of the four retailers.
- Ads are 48% of the top results at Wayfair and 16% at Lowe’s.
- American Standard went from 26% to 17% of the top results at Ferguson since September.
- 77 products entered the top results; 35 are new to the category.
- Signature Hardware leads “freestanding tub” at Ferguson with 58%.
About this report
This report covers 317 products in the top results for bathtubs at Lowe’s, The Home Depot, Wayfair and Ferguson, 1 to 31 October 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
American Standard went from 26% to 17% of the top results at Ferguson since September.
- American StandardFerguson · since Septemberdown, from 26% to 17%
- KohlerFerguson · since Septemberup, from 34% to 42%
- WoodBridgeWayfair · since Septemberdown, from 18% to 10%
- Kingston BrassWayfair · since Septemberup, from 0% to 5%
- DeerValleyWayfair · since Septemberdown, from 8% to 4%
- DeltaThe Home Depot · since Septemberdown, from 25% to 22%
- allen + roth (the retailer’s own brand)Lowe’s · since Septemberdown, from 6% to 4%
- KohlerLowe’s · since Septemberup, from 9% to 11%
- KohlerThe Home Depot · since Septemberup, from 22% to 24%
gained share lost share
What it shows
The biggest gain was Kohler at Ferguson, from 34% to 42%, since September. Wayfair has three of the nine moves charted. At Wayfair the biggest change since September was WoodBridge, from 18% to 10%.
Why it matters
American Standard is seen less in bathtubs at Ferguson than in September: about two places in every 24 lost.
What to do
Compare American Standard in bathtubs across the retailers in this chart, and look at its prices and ads where it moved.
New products
77 products entered the top results; 35 are new to the category.
By retailer
- Lowe’s8
- The Home DepotNo new products entered the top results this month.
- Wayfair59
- Ferguson10
- American Standard Princeton 30-in x 60-in White Polyresin…Lowe’s · adPosition 6$569
- Endurance 30-in x 60-in White Acrylic Rectangle Walk-in…Lowe’s · new to the category · adPosition 6$2,805
- Maestro Bath Nouh Luxury Freestanding BathtubWayfair · new to the category · adPosition 1$4,560
- MEDUNJESS 71"Freestanding Solid Surface Resin Stone BathtubWayfair · adPosition 1$1,560
- Kohler Bellwether Collection 60" Three Wall Alcove Bath TubFergusonPosition 11$1,186
- Kohler Irvine 60" x 32" Cast Iron Alcove BathFergusonPosition 13$1,294
Showing 6 of 77.
By brand
- Kingston BrassWayfair11
- KohlerFerguson9
- MEDUNJESSWayfair5
- monblariWayfair4
- WoodBridgeWayfair4
- EnduranceLowe’s3
- Other brands41
What it shows
By retailer, the 77 products that entered the top results in October are 59 at Wayfair, 10 at Ferguson and 8 at Lowe’s. Kingston Brass has the most, eleven at Wayfair. At The Home Depot, no new products entered the top results this month.
Why it matters
The 77 new products for bathtubs are those in the top results in October and not in the four weeks before.
What to do
Compare the prices of the new products for bathtubs with your own, retailer by retailer.
What shoppers search
Signature Hardware leads “freestanding tub” at Ferguson with 58%.
“freestanding tub”
- Lowe’sVanity Art · 31 October29%ads 17%
- The Home DepotWoodBridge · 31 October34%
- Wayfairmonblari · 29 October21%ads 46%
- FergusonSignature Hardware · 31 October58%
“drop in tub”
- Lowe’sKohler · 31 October38%ads 17%
- The Home DepotAmerican Standard · 31 October21%
- WayfairWaterTech · 29 October25%ads 50%
- FergusonKohler · 31 October71%
“whirlpool tub”
- Lowe’sEndurance · 31 October38%ads 0%
- The Home DepotAmerican Standard · 31 October38%
- WayfairWaterTech · 29 October42%ads 46%
- FergusonKohler · 31 October54%
Ad share: Lowe’s and Wayfair only.
What it shows
The leaders for “freestanding tub”: Vanity Art at Lowe’s (29%); WoodBridge at The Home Depot (34%); monblari at Wayfair (21%); Signature Hardware at Ferguson (58%). Ads are 17% of that search’s top results at Lowe’s and 46% 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, October 2026”, published 2 November 2026. https://altavane.com/research/bathtubs/october-2026. Free to quote with a link.