Monthly category report
Toilets at Lowe’s and Wayfair, October 2026
DeerValley went from 17% to 12% of the top results at Wayfair since September, the biggest change in this report.
At a glance
- 37%Biggest brand: Kohler at Lowe’s
- 47%of the top results at Wayfair are ads
- 17% to 12%Biggest change: DeerValley lost share at Wayfair
Key findings
- Kohler holds 37% of the top results at Lowe’s, the highest of the two retailers.
- Ads are 47% of the top results at Wayfair and 16% at Lowe’s.
- DeerValley went from 17% to 12% of the top results at Wayfair since September.
- 43 products entered the top results; 12 are new to the category.
About this report
This report covers 226 products in the top results for toilets at Lowe’s and Wayfair, 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
DeerValley went from 17% to 12% of the top results at Wayfair since September.
- DeerValleyWayfair · since Septemberdown, from 17% to 12%
- Los FlexiWayfair · since Septemberup, from 5% to 9%
- HOROWWayfair · since Septemberup, from 0% to 3%
- Casta DivaLowe’s · since Septemberup, from 1% to 3%
- HOROWLowe’s · since Septemberdown, from 5% to 3%
- Los FlexiLowe’s · since Septemberdown, from 2% to 0%
gained share lost share
What it shows
The biggest gain was Los Flexi at Wayfair, from 5% to 9%, since September. The six moves charted are spread across two retailers. The biggest move was DeerValley at Wayfair, from 17% to 12%, since September.
Why it matters
DeerValley is seen less in toilets at Wayfair than in September: about one place in every 24 lost.
What to do
Compare DeerValley in toilets across the retailers in this chart, and look at its prices and ads where it moved.
New products
43 products entered the top results; 12 are new to the category.
By retailer
- BCANHOME Smart Toilet (12 Inch Rough In) Auto Open Close Lid…Lowe’s · new to the category · adPosition 3$440
- Casta Diva 24 in. Depth Space-Saving Round Compact White…Lowe’s · new to the category · adPosition 3$239
- East Urban Home Elegnet Wall Hung Smart Toilet ComboWayfair · new to the category · adPosition 1$780
- HOROW Elongated Smart Bidet ToiletWayfair · new to the category · adPosition 1$1,599
Showing 4 of 43.
By brand
- TOTOWayfair8
- HOROWWayfair5
- Casta DivaWayfair3
- Casta DivaLowe’s2
- BCANHOMEWayfair2
- SMTKABWayfair2
- Other brands21
What it shows
By retailer, the 43 products that entered the top results in October are 39 at Wayfair and 4 at Lowe’s. TOTO has the most, eight at Wayfair.
Why it matters
The 43 new products for toilets 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 toilets with your own, retailer by retailer.
What shoppers search
No search is shared by two retailers this month.
Each retailer’s own report shows its searches for toilets.
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: the brand shown is the brand on the product.
Cite this report
Altavane Research, “Toilets at Lowe’s and Wayfair, October 2026”, published 2 November 2026. https://altavane.com/research/toilets/october-2026. Free to quote with a link.