Monthly category report
Toilet seats at Wayfair, October 2026
Bemis went from 5% to 22% of the top results since September, the biggest change in this report.
At a glance
- 22%Biggest brand: Bemis
- 43%of the top results are ads
- 5% to 22%Biggest change: Bemis gained share
Key findings
- Bemis leads with 22% of the top results.
- Ads are 43% of the top results. Bemis is on 33% of them, more than any other brand.
- Bemis went from 5% to 22% of the top results since September.
- 17 products entered the top results; 9 are new to the category.
- Bemis leads “toilet seat” with 21% of the top results.
About this report
This report covers 102 products from 35 brands in the top results for toilet seats at 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
Bemis went from 5% to 22% of the top results since September.
- Bemisup, from 5% to 22%
- Mayfair by Bemisdown, from 23% to 11%
- Kohlerdown, from 20% to 11%
- TOTOdown, from 9% to 6%
gained share lost share
What it shows
The biggest loss was Mayfair by Bemis, from 23% to 11%. One brand gained 3% or more and three brands lost 3% or more. Bemis also has two products among the new products below.
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
Look at what changed for Bemis in toilet seats in October: its new products, prices and ads can all be seen from outside.
New products
17 products entered the top results; 9 are new to the category.
- Wee’s Beyond Wee's Bath Essential Standard Round Molded Wood…Position 1$33
- Bath Décor Elongated Toilet Seat Lid(s) Included And LidPosition 2$56
- OUKANING Unique Designed Transparent Safety Resin Oval…Position 5$76
- Daniels Bath Round Toilet Seat and Lidnew to the categoryPosition 8$59
- Signature Hardware Traditional Ultra Slim Easy Clean Toilet Seatnew to the categoryPosition 9$62
- TOTO SoftClose Ultra SlimadPosition 11$152
Showing 6 of 17.
By brand
- URENTO3
- Bemis2
- Oakbrook Collection2
- Wee’s Beyond2
- American Standard1
- Bath Décor1
- Other brands6
What it shows
Of the 17 products that entered the top results in October, 9 are new to the category; the other 8 were already in it, lower down. URENTO has the most, three. The best-placed new product is from Wee’s Beyond, at position 1, priced at $33.
Why it matters
The 17 new products for toilet seats at Wayfair 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 with your own in toilet seats: those listed run from $29 to $230.
What shoppers search
Bemis leads “toilet seat” with 21% of the top results.
- “toilet seat”Bemis · 29 October21%ads 54%
- “bidet seat”TOTO · 30 October21%ads 50%
- “bidet toilet seats”Moen · 26 October17%ads 46%
What it shows
Behind Bemis in “toilet seat” are Kohler (17%) and Mayfair by Bemis (17%). TOTO leads “bidet seat” with 21%. Ads are 54% of the top results for “toilet seat”, against 43% on the category page.
Why it matters
Bemis leads both the category page and “toilet seat” at Wayfair, so the two ways into toilet seats show the same brand first.
What to do
Check the unpaid places you already hold in “toilet seat” before you buy ads on it: ads are 54% of its top results.
What this report does not show
- Sales: a bigger share means a brand is seen more, not that it sells more.
- Who paid for an ad is not visible: the brand shown is the brand on the product.
- The searches are words we chose. How many people make each one is not known.
Cite this report
Altavane Research, “Toilet seats at Wayfair, October 2026”, published 2 November 2026. https://altavane.com/research/wayfair/toilet-seats/october-2026. Free to quote with a link.