Monthly category report
Toilets at Wayfair, September 2026
Kohler went from 11% to 1% of the top results between the start and the end of September, the biggest change in this report.
At a glance
- 17%Biggest brand: DeerValley
- 47%of the top results are ads
- 11% to 1%Biggest change: Kohler lost share
Key findings
- DeerValley leads with 17% of the top results.
- Ads are 47% of the top results. Casta Diva is on 28% of them, more than any other brand.
- Kohler went from 11% to 1% of the top results between the start and the end of September.
- 12 products entered the top results since 16 September; 2 are new to the category.
About this report
This report covers 124 products from 37 brands in the top results for toilets 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 11% to 1% of the top results between the start and the end of September.
- Kohlerdown, from 11% to 1%
- SUPERFLOup, from 3% to 12%
- TOTOdown, from 14% to 8%
- DeerValleyup, from 15% to 20%
- CANESTdown, from 5% to 2%
- WEUPup, from 3% to 6%
gained share lost share
1 to 7 September against 24 to 30 September.
What it shows
The biggest gain was SUPERFLO, from 3% to 12%. Three brands gained 3% or more and three brands lost 3% or more. SUPERFLO also has two products among the new products below.
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
Look at which products took the places Kohler gave up in toilets; the new products below are a start.
New products
12 products entered the top results since 16 September; 2 are new to the category.
- Bothwa Home LLC 14.37"W Cupc CertifiedPosition 1$246
- SUPERFLO Traditional 21-inch Height Extra Tall Toilet…Position 3$364
- Sanoxis ADA Smart Toilet With Auto Open/close LidadPosition 4$600
- SUPERFLO 21" Extra Tall Two-Piece Toilet With Soft-Close SeatPosition 4$290
- DeerValley Luxury Smart Toilet With Bidet: MaP 1000g Rated…Position 8$673
- EPLO Modern One-Piece Smart Toiletnew to the category · adPosition 9$1,080
Showing 6 of 12.
By brand
- BCANHOME2
- DeerValley2
- EPLO2
- SUPERFLO2
- Bothwa Home LLC1
- Eridanus1
- Other brands2
What it shows
Of the 12 products that entered the top results since 16 September, 2 are new to the category; the other 10 were already in it, lower down. Four brands have two each, the most. The best-placed new product is from Bothwa Home LLC, at position 1, priced at $246.
Why it matters
These are the first figures for toilets 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 toilets: those listed run from $246 to $1,080.
What shoppers search
No searches for this category this month.
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, “Toilets at Wayfair, September 2026”, published 2 October 2026. https://altavane.com/research/wayfair/toilets/september-2026. Free to quote with a link.