Altavane

Weekly report

Wayfair weekly report, 1st week of September 2026

Ads are 42% of Wayfair’s top results, about ten places in every 24.

Altavane ResearchPublished 2 October 2026 (added later)3 minute read

Covers 31 August to 6 September 2026Next edition 2nd week of September 2026

At a glance

  • 8%Biggest brand: Ebern Designs
  • 42%of the top results at Wayfair are ads
  • 27%of the top results at Wayfair are its own brands

Key findings

  • No brand holds more than 8% of Wayfair’s top results.
  • Ads are 42% of Wayfair’s top results. Ebern Designs is on 8% of them, more than any other brand.
  • Abruzzo leads in 50% of the searches at Wayfair, more than any other brand.

About this report

This report covers 613 products from 181 brands in the top results of nine bathroom and kitchen categories at Wayfair, 31 August to 6 September 2026, and 8 searches. 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 measured

Brand share

No brand holds more than 8% of Wayfair’s top results.

  • Ebern Designs (the retailer’s own brand)8%
  • Kohler6%
  • Wrought Studio (the retailer’s own brand)5%
  • Latitude Run (the retailer’s own brand)3%
  • DeerValley3%
  • Mercer41 (the retailer’s own brand)3%
  • WoodBridge3%
  • Delta3%
  • Other brands66%

The retailer’s own brand

Figure 1. Brand share at Wayfair, categories averaged, 31 August to 6 September 2026. Source: Altavane, from Wayfair’s public pages.

What it shows

No brand dominates Wayfair’s top results across nine categories: the three biggest hold 19% between them (Ebern Designs 8%, Kohler 6%, Wrought Studio 5%). Wayfair’s own brands hold 27% between them, so outside brands share the other 73%.

Why it matters

With 8% enough to lead at Wayfair, a few places gained or lost can change who leads.

What to do

Look at the category reports for Wayfair before acting on this average of nine categories.

Ad share

Ads are 42% of Wayfair’s top results. Ebern Designs is on 8% of them, more than any other brand.

  • Ads42%
  • Unpaid58%

Brands on the ads

  • Ebern Designs (the retailer’s own brand)8%
  • WoodBridge5%
  • Wrought Studio (the retailer’s own brand)4%
  • DeerValley4%
  • Mayfair by Bemis4%
  • Casta Diva4%
  • Other brands71%
Figure 2. Ads in the top results at Wayfair, 31 August to 6 September 2026. Source: Altavane, from Wayfair’s public pages.

What it shows

Ads are 42% of Wayfair’s top results across nine categories, about ten places in every 24; the rest are unpaid. The ad share is highest in toilets, 49%, and lowest in shower heads, 26%.

Why it matters

Ads take 42% of the top results at Wayfair, which leaves about 14 places in every 24 unpaid.

What to do

Compare the ad share of your own categories in the monthly reports for Wayfair: it runs from 26% to 49%.

Changes since last week

Changes start in the 2nd week of September.

From that edition on, this section compares each brand’s share with the edition before.

New products

New products start in the 2nd week of September.

From that edition on, this section lists the products that entered the top results.

What shoppers search

Abruzzo leads in 50% of the searches at Wayfair, more than any other brand.

Share of searches led

  • Abruzzo50%
  • Cozy38%
  • Glass Warehouse13%

One search per category

  • “shower doors”Abruzzo21%ads 0%

Search results on 6 September.

Figure 3. Leading brand in searches at Wayfair, 31 August to 6 September 2026. Source: Altavane, from Wayfair’s public pages.

What it shows

This report has 8 searches at Wayfair, and 3 different brands lead at least one. After Abruzzo, Cozy leads the most, 38% of them. For “shower doors”, the leader is Abruzzo with 21% of the top results.

Why it matters

The brand shown first depends on the words searched: Abruzzo leads in 50% of the searches at Wayfair.

What to do

Search the words for your own categories at Wayfair and note 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, “Wayfair weekly report, 1st week of September 2026”, published 2 October 2026. https://altavane.com/research/wayfair/weekly/september-2026-week-1. Free to quote with a link.

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