Altavane

Monthly category report

Vanity lighting at Wayfair, October 2026

Breakwater Bay went from 8% to 3% of the top results since September, the biggest change in this report.

Altavane ResearchPublished 2 November 20264 minute read

Covers 1 to 31 October 2026Next edition 7 December 2026

At a glance

  • 16%Biggest brand: Mercer41
  • 43%of the top results are ads
  • 8% to 3%Biggest change: Breakwater Bay lost share

Key findings

  • Mercer41, the retailer’s own brand, leads with 16% of the top results.
  • Ads are 43% of the top results. Ebern Designs is on 21% of them, more than any other brand.
  • Breakwater Bay went from 8% to 3% of the top results since September.
  • 31 products entered the top results; 17 are new to the category.
  • Wrought Studio leads “bathroom vanity lighting” with 17% of the top results.

About this report

This report covers 157 products from 38 brands in the top results for vanity lighting 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. Wayfair’s name for the category is vanity lights.

How it is measured

Brand share

Mercer41, the retailer’s own brand, leads with 16% of the top results.

  • Mercer41 (the retailer’s own brand)16%
  • Ebern Designs (the retailer’s own brand)15%
  • Wrought Studio (the retailer’s own brand)12%
  • Ivy Bronx (the retailer’s own brand)7%
  • Everly Quinn (the retailer’s own brand)6%
  • Latitude Run (the retailer’s own brand)5%
  • Longshore Tides4%
  • 17 Stories (the retailer’s own brand)3%
  • Other brands32%

The retailer’s own brand

Figure 1. Brand share for vanity lighting at Wayfair, 1 to 31 October 2026. Source: Altavane, from Wayfair’s public pages.

What it shows

The three biggest brands hold 43% of the top results between them: Mercer41 16%, Ebern Designs 15% and Wrought Studio 12%. Wayfair’s own brands hold 91% between them, so outside brands share the other 9%.

Why it matters

Wayfair’s own brands take 91% of the top results for vanity lighting, so an outside brand competes for the other 9%.

What to do

Compare your share with the other outside brands, not with Wayfair’s own. The biggest of them is Longshore Tides, with 4%.

Ad share

Ads are 43% of the top results. Ebern Designs is on 21% of them, more than any other brand.

  • Ads43%
  • Unpaid57%

Brands on the ads

  • Ebern Designs (the retailer’s own brand)21%
  • Mercer41 (the retailer’s own brand)15%
  • Wrought Studio (the retailer’s own brand)12%
  • Beachcrest Home (the retailer’s own brand)6%
  • East Grove Home (the retailer’s own brand)5%
  • Ivy Bronx (the retailer’s own brand)5%
  • Other brands36%
Figure 2. Ads in the top results for vanity lighting at Wayfair, 1 to 31 October 2026. Source: Altavane, from Wayfair’s public pages.

What it shows

Ads are 43% of the top results, about ten places in every 24; the rest are unpaid. After Ebern Designs, on 21% of the ads, come Mercer41 (15%) and Wrought Studio (12%). Wayfair’s own brands are on 92% of the ads.

Why it matters

Ads take 43% of the top results for vanity lighting, which leaves about 14 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

Breakwater Bay went from 8% to 3% of the top results since September.

  • Breakwater Bay (the retailer’s own brand)down, from 8% to 3%
  • Ebern Designs (the retailer’s own brand)down, from 19% to 15%
  • Wade Logan (the retailer’s own brand)down, from 6% to 2%
  • Longshore Tidesup, from 1% to 4%
  • Orren Ellis (the retailer’s own brand)up, from 0% to 3%

gained share lost share

Figure 3. Biggest changes in brand share for vanity lighting at Wayfair, 1 to 31 October 2026. Source: Altavane, from Wayfair’s public pages.

What it shows

The two biggest gains were the same size: Longshore Tides, from 1% to 4%, and Orren Ellis, from 0% to 3%. Two brands gained 3% or more and three brands lost 3% or more. Breakwater Bay, the biggest mover, is one of Wayfair’s own brands.

Why it matters

Breakwater Bay is seen less in vanity lighting at Wayfair than in September: about one place in every 24 lost.

What to do

Look at which products took the places Breakwater Bay gave up in vanity lighting; Longshore Tides went from 1% to 4%.

New products

31 products entered the top results; 17 are new to the category.

  • Kuzco Lighting Rona 24" LED Bath Vanity Lightnew to the category · adPosition 1$227
  • Ivy Bronx Friedman Polished Nickel Led Vanity Lightnew to the category · adPosition 2$309
  • Latitude Run 23.5'' Modern Dimmable 2-Light Wall Sconce…new to the categoryPosition 4$82
  • Mercer41 Modern 5CCT Dimmable Integrated LED Bathroom Vanity…new to the category · adPosition 4$72
  • AllModern Hayden Dimmable 6"W 1-light Bath Vanitynew to the category · adPosition 5$125
  • Ebern Designs 3 - Light Modern Dimmable Vanity Light With Linen…Position 6$80

Showing 6 of 31.

By brand

  • Mercer41 (the retailer’s own brand)6
  • Ebern Designs (the retailer’s own brand)4
  • George Oliver (the retailer’s own brand)3
  • Latitude Run (the retailer’s own brand)3
  • Orren Ellis (the retailer’s own brand)3
  • Wrought Studio (the retailer’s own brand)3
  • Other brands9
Figure 4. Products new to the top results for vanity lighting at Wayfair, 1 to 31 October 2026. Source: Altavane, from Wayfair’s public pages.

What it shows

Of the 31 products that entered the top results in October, 17 are new to the category; the other 14 were already in it, lower down. Mercer41, Wayfair’s own brand, has the most, six. The best-placed new product of those listed is from Kuzco Lighting, at position 1, priced at $227; it is an ad.

Why it matters

The 31 new products for vanity lighting at Wayfair are those in the top results in October and not in the four weeks before.

What to do

Ask your account contact at Wayfair whether more own-brand products are planned in vanity lighting: Mercer41 has six of the new products.

What shoppers search

Wrought Studio leads “bathroom vanity lighting” with 17% of the top results.

  • “bathroom vanity lighting”Wrought Studio · 28 October17%ads 50%
  • “bathroom lighting”Mercer41 · 30 October25%ads 50%
Figure 5. Leading brand in searches for vanity lighting at Wayfair, 1 to 31 October 2026. Source: Altavane, from Wayfair’s public pages.

What it shows

Behind Wrought Studio in “bathroom vanity lighting” are Ebern Designs (13%) and Mercer41 (13%). Mercer41 leads “bathroom lighting” with 25%. Ads are 50% of the top results for “bathroom vanity lighting”, against 43% on the category page.

Why it matters

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

What to do

Check the unpaid places you already hold in “bathroom vanity lighting” before you buy ads on it: ads are 50% 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.
Method and sources

Cite this report

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

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