Weekly report
Wayfair weekly report, 3rd week of September 2026
Kohler went from 31% to 15% of the top results for toilet seats, the biggest change in this report.
At a glance
- 6%Biggest brand: Ebern Designs
- 45%of the top results at Wayfair are ads
- 31% to 15%Biggest change: Kohler lost share in toilet seats
Key findings
- No brand holds more than 6% of Wayfair’s top results.
- Ads are 45% of Wayfair’s top results. Ebern Designs is on 6% of them, more than any other brand.
- Kohler went from 31% to 15% of the top results for toilet seats.
- 59 products entered the top results; 11 are new to the category.
- Abruzzo leads in 14% of the searches at Wayfair, more than any other brand.
About this report
This report covers 857 products from 228 brands in the top results of 13 bathroom and kitchen categories at Wayfair, 14 to 20 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 31% to 15% of the top results for toilet seats.
- KohlerToilet seatsdown, from 31% to 15%
- Kingston BrassBathroom sink faucetsdown, from 14% to 2%
- CozyKitchen sinksup, from 13% to 24%
- FORIOUSBathroom sink faucetsup, from 5% to 16%
- FORIOUSKitchen faucetsdown, from 26% to 15%
- DeerValleyBathtubsup, from 4% to 14%
- KrausKitchen sinksup, from 1% to 11%
- ArielBathroom vanitiesup, from 2% to 11%
gained share lost share
What it shows
The two biggest gains were the same size: Cozy in kitchen sinks, from 13% to 24%, and FORIOUS in bathroom sink faucets, from 5% to 16%. Of the eight moves charted, five are gains and three are losses. One week’s move; the same move next week would make it a trend.
Why it matters
Kohler is seen less in toilet seats at Wayfair than a week ago: about four places in every 24 lost.
What to do
Look at which products took the places Kohler gave up in toilet seats this week.
New products
59 products entered the top results; 11 are new to the category.
- TOTO Neorest NX1 Dual Flush 1.0 or 0.8 GPF Toilet…Toilets · new to the category · adPosition 1$11,452
- Eogzenw 56" - 60" W x 74'' H Double Sliding Frameless…Shower doors · adPosition 3$380
- Hansgrohe Raindance Air Three Jet Rain Shower HeadShower heads · new to the category · adPosition 3$266
- Wildon Home Tidworth 48'' Solid Wood Single Bathroom Vanity…Bathroom vanities · adPosition 3$1,530
- Aurranton 2-handle Bathroom Faucet with Drain Assembly…Bathroom sink faucetsPosition 5$55
- SUPERFLO Traditional 21-inch Height Extra Tall Toilet…ToiletsPosition 5$352
Showing 6 of 59.
By brand
- Ebern Designs (the retailer’s own brand)4
- Hansgrohe3
- Latitude Run (the retailer’s own brand)3
- DeerValley2
- FORIOUS2
- Moen2
- Other brands43
What it shows
Of the 59 products that entered Wayfair’s top results this week, 11 are new to their category; the other 48 were already in it, lower down. The category with the most is bathroom vanities, with twelve. Ebern Designs, Wayfair’s own brand, has the most, four.
Why it matters
The 59 new products at Wayfair are those in the top results this week and not in the four weeks before.
What to do
Ask your account contact at Wayfair whether more own-brand products are planned: Ebern Designs has four of the 59 new products.
What shoppers search
Abruzzo leads in 14% of the searches at Wayfair, more than any other brand.
Share of searches led
- Abruzzo14%
- Ebern Designs10%
- Cozy7%
- FORIOUS7%
- Rizzon7%
One search per category
- “bathroom vanities”Three Posts · 15 September21%ads 50%
- “bathroom faucets”FORIOUS, KEBOO and UFINE tied · 18 September13%ads 8%
- “bathroom vanity lighting”Ebern Designs · 16 September29%ads 46%
- “cabinet drawer knobs”GlideRite Hardware · 18 September17%ads 17%
- “kitchen faucet”FORIOUS · 20 September25%ads 42%
- “shower doors”Abruzzo · 20 September21%ads 50%
- “shower system”EVERSTEIN · 20 September42%ads 50%
- “bathtub”monblari · 20 September25%ads 50%
What it shows
This report has 29 searches at Wayfair, and 19 different brands lead at least one. After Abruzzo, Ebern Designs leads the most, 10% of them. Among the searches charted, ads are highest for four searches, 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, 3rd week of September 2026”, published 25 September 2026. https://altavane.com/research/wayfair/weekly/september-2026-week-3. Free to quote with a link.