Monthly category report
Toilets at Wayfair, October 2026
DeerValley went from 17% to 12% of the top results since September, the biggest change in this report.
At a glance
- 15%Biggest brand: Casta Diva
- 47%of the top results are ads
- 17% to 12%Biggest change: DeerValley lost share
Key findings
- Casta Diva leads with 15% of the top results.
- Ads are 47% of the top results. Casta Diva is on 25% of them, more than any other brand.
- DeerValley went from 17% to 12% of the top results since September.
- 39 products entered the top results; 8 are new to the category.
About this report
This report covers 171 products from 39 brands in the top results for toilets 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
DeerValley went from 17% to 12% of the top results since September.
- DeerValleydown, from 17% to 12%
- Los Flexiup, from 5% to 9%
- HOROWup, from 0% to 3%
- Kohlerdown, from 4% to 1%
gained share lost share
What it shows
The biggest gain was Los Flexi, from 5% to 9%. Two brands gained 3% or more and two brands lost 3% or more. Los Flexi also has one product among the new products below.
Why it matters
DeerValley is seen less in toilets at Wayfair than in September: about one place in every 24 lost.
What to do
Look at which products took the places DeerValley gave up in toilets; the new products below are a start.
New products
39 products entered the top results; 8 are new to the category.
- East Urban Home Elegnet Wall Hung Smart Toilet Combonew to the category · adPosition 1$780
- HOROW Elongated Smart Bidet Toiletnew to the category · adPosition 1$1,599
- Maceratingflo 600W Upflush Toilet For BasementadPosition 1$680
- TOTO Neorest LS Dual Flush 1.0 or 0.8 GF Integrated…adPosition 1$8,790
- HOROW T38 Smart Bidet ToiletadPosition 3$999
- HOROW T36 Black Smart Bidet Toiletnew to the category · adPosition 4$925
Showing 6 of 39.
By brand
- TOTO8
- HOROW5
- Casta Diva3
- BCANHOME2
- SMTKAB2
- Swiss Madison2
- Other brands17
What it shows
Of the 39 products that entered the top results in October, 8 are new to the category; the other 31 were already in it, lower down. TOTO has the most, eight. Four of those listed are tied for the best position, 1.
Why it matters
The 39 new products for toilets at Wayfair are those in the top results in October and not in the four weeks before.
What to do
Check which of the new products for toilets are ads, and compare their prices with your nearest products.
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, October 2026”, published 2 November 2026. https://altavane.com/research/wayfair/toilets/october-2026. Free to quote with a link.