Weekly report
Wayfair weekly report, 2nd week of September 2026
Kohler went from 15% to 6% of the top results for shower heads, the biggest change in this report.
At a glance
- 6%Biggest brand: Ebern Designs
- 43%of the top results at Wayfair are ads
- 15% to 6%Biggest change: Kohler lost share in shower heads
Key findings
- No brand holds more than 6% of Wayfair’s top results.
- Ads are 43% of Wayfair’s top results. Ebern Designs is on 7% of them, more than any other brand.
- Kohler went from 15% to 6% of the top results for shower heads.
- 4 products entered the top results.
- Abruzzo leads in 14% of the searches at Wayfair, more than any other brand.
About this report
This report covers 926 products from 238 brands in the top results of 13 bathroom and kitchen categories at Wayfair, 7 to 13 September 2026, and 29 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 measuredChanges since last week
Kohler went from 15% to 6% of the top results for shower heads.
- KohlerShower headsdown, from 15% to 6%
- WoodBridgeBathtubsdown, from 22% to 15%
- ARCHRIDGEToilet seatsdown, from 6% to 0%
- DeltaBathroom sink faucetsdown, from 13% to 7%
- KohlerToiletsdown, from 11% to 5%
- Latitude Run (the retailer’s own brand)Bathroom vanitiesdown, from 21% to 15%
- UFINEBathroom sink faucetsup, from 6% to 12%
- EVERSTEINBathroom sink faucetsdown, from 8% to 3%
gained share lost share
What it shows
The biggest gain was UFINE in bathroom sink faucets, from 6% to 12%. Of the eight moves charted, one is a gain and seven are losses. One week’s move; the same move next week would make it a trend.
Why it matters
Kohler is seen less in shower heads at Wayfair than a week ago: about two places in every 24 lost.
What to do
Look at which products took the places Kohler gave up in shower heads this week.
New products
4 products entered the top results.
- Glass Warehouse Vela 36 in. x 78 in. Fully Frameless Single Fixed…Shower doorsPosition 7$409
- Peorsily 36" W x 74" H Semi-Frameless Matte Black Fixed…Shower doorsPosition 10$274
- Nuevozen Cascada 34-35.4" W x 72" H Pivot Shower Door…Shower doorsPosition 17$193
- AZUPIN Catalyst 62"- 67" W X 84" H Double SlidingShower doorsPosition 24$759
No brand has more than one.
What it shows
Not one of the 4 products that entered Wayfair’s top results this week is new to its category: each was already in it, lower down. No brand has more than one. The best-placed new product is from Glass Warehouse, at position 7, priced at $409.
Why it matters
The 4 new products at Wayfair are those in the top results this week and not in the four weeks before.
What to do
Check whether the price changed on these 4 products: they are not launches, they were in their categories at Wayfair already.
What shoppers search
Abruzzo leads in 14% of the searches at Wayfair, more than any other brand.
Share of searches led
- Abruzzo14%
- Rizzon10%
- WoodBridge7%
- ACE DECOR3%
- Ariel3%
One search per category
- “bathroom vanities”Three Posts17%ads 50%
- “bathroom faucets”dCOR design, JS, Moen and VIBRANTBATH tied9%ads 46%
- “bathroom vanity lighting”Mercer4121%ads 46%
- “cabinet drawer knobs”GlideRite Hardware50%ads 46%
- “kitchen faucet”Kraus21%ads 21%
- “shower doors”Abruzzo, ExBrite and Peorsily tied17%ads 50%
- “shower system”EVERSTEIN25%ads 46%
- “bathtub”WoodBridge29%ads 46%
Search results on 13 September.
What it shows
This report has 29 searches at Wayfair, and 23 different brands lead at least one. After Abruzzo, Rizzon leads the most, 10% of them. Among the searches charted, ads are highest for “bathroom vanities” and “shower doors”, 50% of their top results each.
Why it matters
The brand shown first depends on the words searched: Abruzzo leads in 14% 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.
Cite this report
Altavane Research, “Wayfair weekly report, 2nd week of September 2026”, published 2 October 2026. https://altavane.com/research/wayfair/weekly/september-2026-week-2. Free to quote with a link.