Monthly category report
Toilet seats at Wayfair, September 2026
Kohler went from 27% to 11% of the top results between the start and the end of September, the biggest change in this report.
At a glance
- 23%Biggest brand: Mayfair by Bemis
- 43%of the top results are ads
- 27% to 11%Biggest change: Kohler lost share
Key findings
- Mayfair by Bemis leads with 23% of the top results.
- Ads are 43% of the top results. Mayfair by Bemis is on 45% of them, more than any other brand.
- Kohler went from 27% to 11% of the top results between the start and the end of September.
- 2 products entered the top results since 16 September; 1 is new to the category.
- Mayfair by Bemis leads “toilet seat” with 21% of the top results.
About this report
This report covers 96 products from 29 brands in the top results for toilet seats at 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 27% to 11% of the top results between the start and the end of September.
- Kohlerdown, from 27% to 11%
- ARCHRIDGEdown, from 5% to 0%
- Daniels Bathup, from 0% to 5%
- Bemisup, from 3% to 7%
- Mayfair by Bemisup, from 22% to 26%
- SMTKABup, from 0% to 3%
- Topseatup, from 0% to 3%
gained share lost share
1 to 7 September against 24 to 30 September.
What it shows
The biggest gain was Daniels Bath, from 0% to 5%. Five brands gained 3% or more and two brands lost 3% or more. In all, 19 brands moved by a full percent or more.
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
Look at which products took the places Kohler gave up in toilet seats; Daniels Bath went from 0% to 5%.
New products
2 products entered the top results since 16 September; 1 is new to the category.
- Topseat Bamboo Toilet SeatPosition 16$53
- Topseat Pro Elite Heavy-Duty Wood Toilet Seat Roundnew to the categoryPosition 20$56
By brand
- Topseat2
What it shows
Of the 2 products that entered the top results since 16 September, 1 is new to the category; the other 1 was already in it, lower down. Topseat has the most, two. The best-placed new product is from Topseat, at position 16, priced at $53.
Why it matters
These are the first figures for toilet seats at Wayfair, so a new product is one in the top results after 16 September and not before it that month.
What to do
Compare the prices of the new products with your own in toilet seats: those listed run from $53 to $56.
What shoppers search
Mayfair by Bemis leads “toilet seat” with 21% of the top results.
- “toilet seat”Mayfair by Bemis · 30 September21%ads 46%
- “bidet seat”TOTO · 30 September21%ads 50%
- “bidet toilet seats”Bio Bidet · 28 September17%ads 33%
What it shows
Behind Mayfair by Bemis in “toilet seat” are Kohler (13%) and Bath Décor (9%). TOTO leads “bidet seat” with 21%. Ads are 46% of the top results for “toilet seat”.
Why it matters
Mayfair by 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 46% 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, September 2026”, published 2 October 2026. https://altavane.com/research/wayfair/toilet-seats/september-2026. Free to quote with a link.