Monthly category report
Toilet seats at Lowe’s, The Home Depot, Wayfair and Ferguson, October 2026
Bemis went from 5% to 22% of the top results at Wayfair since September, the biggest change in this report.
At a glance
- 45%Biggest brands at Ferguson: Kohler and TOTO, tied
- 43%of the top results at Wayfair are ads
- 5% to 22%Biggest change: Bemis gained share at Wayfair
Key findings
- Kohler and TOTO tie at 45% of the top results at Ferguson.
- Ads are 43% of the top results at Wayfair and 16% at Lowe’s.
- Bemis went from 5% to 22% of the top results at Wayfair since September.
- 50 products entered the top results; 17 are new to the category.
- Bemis leads “toilet seat” at The Home Depot (33%) and Wayfair (21%).
About this report
This report covers 236 products in the top results for toilet seats 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
Bemis went from 5% to 22% of the top results at Wayfair since September.
- BemisWayfair · since Septemberup, from 5% to 22%
- Mayfair by BemisWayfair · since Septemberdown, from 23% to 11%
- KohlerWayfair · since Septemberdown, from 20% to 11%
- TOTOFerguson · since Septemberup, from 38% to 45%
- DuravitFerguson · since Septemberdown, from 10% to 4%
- BemisLowe’s · since Septemberup, from 0% to 4%
- BemisThe Home Depot · since Septemberdown, from 37% to 34%
- Mayfair by BemisLowe’s · since Septemberdown, from 37% to 34%
- TOTOLowe’s · since Septemberdown, from 17% to 14%
gained share lost share
What it shows
The biggest loss was Mayfair by Bemis at Wayfair, from 23% to 11%, since September. The nine moves charted are spread across four retailers. At Ferguson the biggest change since September was TOTO, from 38% to 45%.
Why it matters
Bemis is seen more in toilet seats at Wayfair than in September: about four places in every 24 gained.
What to do
Compare Bemis in toilet seats across the retailers in this chart, and look at its prices and ads where it moved.
New products
50 products entered the top results; 17 are new to the category.
By retailer
- Bio Bidet BB-500 Plastic White Elongated Slow Close Feature…Lowe’s · new to the category · adPosition 3$197
- Kohler PureWash E590 Plastic Biscuit Elongated Slow Close…Lowe’s · adPosition 6$575
- Glacier Bay Round Slow Close Closed Toilet Seat in WhiteThe Home DepotPosition 24$23
- Wee’s Beyond Wee's Bath Essential Standard Round Molded Wood…WayfairPosition 1$33
- Bath Décor Elongated Toilet Seat Lid(s) Included And LidWayfairPosition 2$56
- TOTO KS5 Washlet Elongated Soft Close Bidet SeatFergusonPosition 10$379
- TOTO SoftClose Elongated Toilet SeatFergusonPosition 11$90
Showing 7 of 50.
By brand
- KohlerFerguson10
- TOTOFerguson7
- KohlerLowe’s4
- URENTOWayfair3
- BemisFerguson3
- BemisLowe’s2
- Other brands21
What it shows
By retailer, the 50 products that entered the top results in October are 23 at Ferguson, 17 at Wayfair, 9 at Lowe’s and 1 at The Home Depot. Kohler has the most, ten at Ferguson.
Why it matters
The 50 new products for toilet seats 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 toilet seats with your own, retailer by retailer.
What shoppers search
Bemis leads “toilet seat” at The Home Depot (33%) and Wayfair (21%).
“toilet seat”
- Lowe’sMayfair by Bemis · 31 October38%ads 8%
- The Home DepotBemis · 31 October33%
- WayfairBemis · 29 October21%ads 54%
- FergusonTOTO · 31 October71%
“bidet seat”
- Lowe’sTOTO · 31 October34%ads 17%
- The Home DepotBio Bidet · 31 October29%
- WayfairTOTO · 30 October21%ads 50%
- FergusonTOTO · 31 October71%
Ad share: Lowe’s and Wayfair only.
What it shows
The leaders for “toilet seat”: Mayfair by Bemis at Lowe’s (38%); Bemis at The Home Depot (33%) and Wayfair (21%); TOTO at Ferguson (71%). Ads are 8% of that search’s top results at Lowe’s and 54% 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, October 2026”, published 2 November 2026. https://altavane.com/research/toilet-seats/october-2026. Free to quote with a link.