Monthly category report
Toilet seats at Lowe’s, The Home Depot, Wayfair and Ferguson, September 2026
Kohler went from 27% to 11% of the top results at Wayfair between the start and the end of September.
At a glance
- 47%Biggest brand: Kohler at Ferguson
- 43%of the top results at Wayfair are ads
- 27% to 11%One of the biggest changes: Kohler lost share at Wayfair
Key findings
- Kohler holds 47% of the top results at Ferguson, the highest of the four retailers.
- Ads are 43% of the top results at Wayfair and 16% at Lowe’s.
- Kohler went from 27% to 11% of the top results at Wayfair between the start and the end of September.
- 3 products entered the top results at Lowe’s in September; all are new to the category.
- Mayfair by Bemis leads “toilet seat” at Lowe’s (38%) and Wayfair (21%).
About this report
This report covers 202 products in the top results for toilet seats 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
Kohler went from 27% to 11% of the top results at Wayfair between the start and the end of September.
Within September
- KohlerWayfairdown, from 27% to 11%
- TOTOFergusonup, from 34% to 40%
- American StandardFergusondown, from 5% to 0%
- ARCHRIDGEWayfairdown, from 5% to 0%
- Daniels BathWayfairup, from 0% to 5%
- KohlerFergusondown, from 50% to 46%
- BemisThe Home Depotdown, from 38% to 37%
Against August
- KohlerLowe’sdown, from 24% to 20%
- TOTOLowe’sup, from 14% to 17%
gained share lost share
What it shows
The biggest gain was TOTO at Ferguson, from 34% to 40%, between the start and the end of September. At Lowe’s the biggest change since August was Kohler, from 24% to 20%.
Why it matters
Kohler is seen less in toilet seats at Wayfair than earlier in September: about four places in every 24 lost.
What to do
Compare Kohler in toilet seats across the retailers in this chart, and look at its prices and ads where it moved.
New products
3 products entered the top results at Lowe’s in September; all are new to the category.
By retailer
- Lowe’sall of September3
- The Home DepotNo new products entered the top results since 19 September.
- Wayfairsince 16 September2
- Fergusonsince 16 September4
- Kohler PureWash Plastic White Elongated Slow Close Feature…Lowe’s · new to the category · adPosition 3$637
- Kohler PureWash E815 Plastic White Round Slow Close…Lowe’s · new to the category · adPosition 6$400
- Topseat Bamboo Toilet SeatWayfairPosition 16$53
- Topseat Pro Elite Heavy-Duty Wood Toilet Seat RoundWayfair · new to the categoryPosition 20$56
- Kohler Stonewood Elongated Toilet SeatFergusonPosition 22$35
- TOTO SoftClose Elongated Closed-Front Toilet Seat and LidFergusonPosition 22$75
What it shows
Each retailer is counted from its own start: 4 at Ferguson since 16 September, 3 at Lowe’s in September and 2 at Wayfair since 16 September. The periods differ, so the counts are not compared. At The Home Depot, no new products entered the top results since 19 September.
Why it matters
A new product for toilet seats 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 toilet seats with your own, retailer by retailer.
What shoppers search
Mayfair by Bemis leads “toilet seat” at Lowe’s (38%) and Wayfair (21%).
“toilet seat”
- Lowe’sMayfair by Bemis · 30 September38%ads 17%
- The Home DepotBemis · 30 September38%
- WayfairMayfair by Bemis · 30 September21%ads 46%
- FergusonKohler · 30 September46%
“bidet seat”
- Lowe’sTOTO · 30 September29%ads 17%
- The Home DepotKohler · 30 September29%
- WayfairTOTO · 30 September21%ads 50%
- FergusonTOTO · 30 September50%
Ad share: Lowe’s and Wayfair only.
What it shows
The leaders for “toilet seat”: Mayfair by Bemis at Lowe’s (38%) and Wayfair (21%); Bemis at The Home Depot (38%); Kohler at Ferguson (46%). Ads are 17% of that search’s top results at Lowe’s and 46% at Wayfair.
Why it matters
The same words, “toilet seat”, put a different brand first at some retailers.
What to do
Search “toilet seat” 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, “Toilet seats at Lowe’s, The Home Depot, Wayfair and Ferguson, September 2026”, published 2 October 2026. https://altavane.com/research/toilet-seats/september-2026. Free to quote with a link.