Monthly category report
Toilets at Lowe’s and Wayfair, September 2026
Kohler went from 11% to 1% of the top results at Wayfair between the start and the end of September.
At a glance
- 38%Biggest brand: Kohler at Lowe’s
- 47%of the top results at Wayfair are ads
- 11% to 1%One of the biggest changes: Kohler lost share at Wayfair
Key findings
- Kohler holds 38% of the top results at Lowe’s, the highest of the two retailers.
- Ads are 47% of the top results at Wayfair and 17% at Lowe’s.
- Kohler went from 11% to 1% of the top results at Wayfair between the start and the end of September.
- 10 products entered the top results at Lowe’s in September; 5 are new to the category.
About this report
This report covers 183 products in the top results for toilets at Lowe’s and Wayfair, 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 11% to 1% of the top results at Wayfair between the start and the end of September.
Within September
- KohlerWayfairdown, from 11% to 1%
- SUPERFLOWayfairup, from 3% to 12%
- TOTOWayfairdown, from 14% to 8%
Against August
- HOROWLowe’sdown, from 7% to 5%
- KohlerLowe’sup, from 36% to 38%
- Project Source (the retailer’s own brand)Lowe’sdown, from 21% to 19%
gained share lost share
What it shows
The biggest gain was SUPERFLO at Wayfair, from 3% to 12%, between the start and the end of September. The biggest move was Kohler at Wayfair, from 11% to 1%, between the start and the end of September.
Why it matters
Kohler is seen less in toilets at Wayfair than earlier in September: about two places in every 24 lost.
What to do
Compare Kohler in toilets across the retailers in this chart, and look at its prices and ads where it moved.
New products
10 products entered the top results at Lowe’s in September; 5 are new to the category.
By retailer
- Casta Diva White Smart Bidet Toilet Foot Sensor Flush Foam…Lowe’s · new to the category · adPosition 3$649
- HOROW Artistic Bidet White(MaP 1000g Flush+Foam Shield)…Lowe’s · adPosition 3$1,299
- Bothwa Home LLC 14.37"W Cupc CertifiedWayfairPosition 1$246
- SUPERFLO Traditional 21-inch Height Extra Tall Toilet…WayfairPosition 3$364
What it shows
Each retailer is counted from its own start: 12 at Wayfair since 16 September and 10 at Lowe’s in September. The periods differ, so the counts are not compared. The best-placed new product of those listed is from Bothwa Home LLC at Wayfair, at position 1, priced at $246.
Why it matters
A new product for toilets 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 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, September 2026”, published 2 October 2026. https://altavane.com/research/toilets/september-2026. Free to quote with a link.