Altavane

Monthly category report

Vanity lighting at Wayfair, September 2026

Ebern Designs went from 15% to 26% of the top results between the start and the end of September, the biggest change in this report.

Altavane ResearchPublished 2 October 20264 minute read

Covers 1 to 30 September 2026Next edition 2 November 2026

At a glance

  • 19%Biggest brand: Ebern Designs
  • 38%of the top results are ads
  • 15% to 26%Biggest change: Ebern Designs gained share

Key findings

  • Ebern Designs, the retailer’s own brand, leads with 19% of the top results.
  • Ads are 38% of the top results. Ebern Designs is on 27% of them, more than any other brand.
  • Ebern Designs went from 15% to 26% of the top results between the start and the end of September.
  • 18 products entered the top results since 16 September; 8 are new to the category.
  • Mercer41 leads “bathroom vanity lighting” with 29% of the top results.

About this report

This report covers 134 products from 36 brands in the top results for vanity lighting 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. Wayfair’s name for the category is vanity lights.

How it is measured

Brand share

Ebern Designs, the retailer’s own brand, leads with 19% of the top results.

  • Ebern Designs (the retailer’s own brand)19%
  • Mercer41 (the retailer’s own brand)15%
  • Wrought Studio (the retailer’s own brand)12%
  • Breakwater Bay (the retailer’s own brand)8%
  • Ivy Bronx (the retailer’s own brand)8%
  • Wade Logan (the retailer’s own brand)6%
  • Latitude Run (the retailer’s own brand)5%
  • 17 Stories (the retailer’s own brand)4%
  • Other brands23%

The retailer’s own brand

Figure 1. Brand share for vanity lighting at Wayfair, 1 to 30 September 2026. Source: Altavane, from Wayfair’s public pages.

What it shows

The three biggest brands hold 46% of the top results between them: Ebern Designs 19%, Mercer41 15% and Wrought Studio 12%. Wayfair’s own brands hold 95% between them, so outside brands share the other 5%.

Why it matters

Wayfair’s own brands take 95% of the top results for vanity lighting, so an outside brand competes for the other 5%.

What to do

Compare your share with the other outside brands, not with Wayfair’s own. The biggest of them is Longshore Tides, with 1%.

Ad share

Ads are 38% of the top results. Ebern Designs is on 27% of them, more than any other brand.

  • Ads38%
  • Unpaid62%

Brands on the ads

  • Ebern Designs (the retailer’s own brand)27%
  • Mercer41 (the retailer’s own brand)18%
  • Beachcrest Home (the retailer’s own brand)9%
  • Wrought Studio (the retailer’s own brand)9%
  • Everly Quinn (the retailer’s own brand)5%
  • Wade Logan (the retailer’s own brand)4%
  • Other brands28%
Figure 2. Ads in the top results for vanity lighting at Wayfair, 1 to 30 September 2026. Source: Altavane, from Wayfair’s public pages.

What it shows

Ads are 38% of the top results, about nine places in every 24; the rest are unpaid. After Ebern Designs, on 27% of the ads, come Mercer41 (18%) and Beachcrest Home (9%). Wayfair’s own brands are on 93% of the ads.

Why it matters

Ads take 38% of the top results for vanity lighting, which leaves about 15 places in every 24 unpaid.

What to do

Check the unpaid places you already hold in vanity lighting before you buy ads there, so you do not pay for them.

Changes this month

Ebern Designs went from 15% to 26% of the top results between the start and the end of September.

  • Ebern Designs (the retailer’s own brand)up, from 15% to 26%
  • Mercer41 (the retailer’s own brand)down, from 19% to 12%
  • Latitude Run (the retailer’s own brand)up, from 2% to 8%
  • Lark Manor (the retailer’s own brand)down, from 5% to 0%
  • Alcott Hill (the retailer’s own brand)down, from 3% to 0%
  • Andover Mills (the retailer’s own brand)up, from 0% to 3%
  • Ivy Bronx (the retailer’s own brand)up, from 5% to 8%
  • Wade Logan (the retailer’s own brand)down, from 6% to 3%

gained share lost share

1 to 7 September against 24 to 30 September.

Figure 3. Biggest changes in brand share for vanity lighting at Wayfair, 1 to 30 September 2026. Source: Altavane, from Wayfair’s public pages.

What it shows

The biggest loss was Mercer41, from 19% to 12%. Five brands gained 3% or more and four brands lost 3% or more. Ebern Designs, the biggest mover, is one of Wayfair’s own brands.

Why it matters

Ebern Designs is seen more in vanity lighting at Wayfair than earlier in September: about three places in every 24 gained.

What to do

Ask your account contact at Wayfair whether Ebern Designs, the retailer’s own brand, is adding products in vanity lighting.

New products

18 products entered the top results since 16 September; 8 are new to the category.

  • Andover Mills Lauder Iron/Frosted Glass Farmhouse Cottage LED…new to the category · adPosition 1$123
  • Breakwater Bay Middlewich 5-Light Dimmable Vanity LightPosition 2$84
  • Ebern Designs 4-Light Modern Square Vanity Light For Bathroomnew to the categoryPosition 2$140
  • Ebern Designs 22 In. 3-light Brushed Nickel Modern Unique…new to the categoryPosition 6$79
  • George Oliver 3 - Light Dimmable Bathroom Vanity Light…Position 7$97
  • Everly Quinn 6 - Light Dimmable Vanity LightPosition 8$177

Showing 6 of 18.

By brand

  • Ebern Designs (the retailer’s own brand)5
  • Wrought Studio (the retailer’s own brand)3
  • Andover Mills (the retailer’s own brand)2
  • Breakwater Bay (the retailer’s own brand)2
  • Eurofase1
  • Everly Quinn (the retailer’s own brand)1
  • Other brands4
Figure 4. Products new to the top results for vanity lighting at Wayfair, 16 to 30 September 2026. Source: Altavane, from Wayfair’s public pages.

What it shows

Of the 18 products that entered the top results since 16 September, 8 are new to the category; the other 10 were already in it, lower down. Ebern Designs, Wayfair’s own brand, has the most, five. The best-placed new product is from Andover Mills, at position 1, priced at $123; it is an ad.

Why it matters

These are the first figures for vanity lighting at Wayfair, so a new product is one in the top results after 16 September and not before it that month.

What to do

Ask your account contact at Wayfair whether more own-brand products are planned in vanity lighting: Ebern Designs has five of the 18 new products.

What shoppers search

Mercer41 leads “bathroom vanity lighting” with 29% of the top results.

  • “bathroom vanity lighting”Mercer41 · 30 September29%ads 29%
  • “bathroom lighting”Ebern Designs · 25 September25%ads 46%
Figure 5. Leading brand in searches for vanity lighting at Wayfair, 1 to 30 September 2026. Source: Altavane, from Wayfair’s public pages.

What it shows

Behind Mercer41 in “bathroom vanity lighting” are Ebern Designs (17%) and Latitude Run (17%). Ebern Designs leads “bathroom lighting” with 25%. Ads are 29% of the top results for “bathroom vanity lighting”, against 38% on the category page.

Why it matters

“bathroom vanity lighting” is a second way into vanity lighting, and its leader at Wayfair is Mercer41, not Ebern Designs, which leads the category page.

What to do

Search “bathroom vanity lighting” at Wayfair and see which of your products are in the 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.
Method and sources

Cite this report

Altavane Research, “Vanity lighting at Wayfair, September 2026”, published 2 October 2026. https://altavane.com/research/wayfair/vanity-lighting/september-2026. Free to quote with a link.

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