Defend
Catch a price or promotion move at Lowe’s that The Home Depot has not made yet, before a buyer asks why.
Lowe’s competitor monitoring for home improvement brands
Lowe’s runs DIY and Pro under one banner and prices against The Home Depot item for item. See where you sit at Lowe’s, and how that compares with The Home Depot.
- Your place on Lowe’s category pages, and who holds the places around it
- Where you rank in Lowe’s search, with organic and paid kept apart
- Which places on the page were paid for, and by whom
- What Lowe’s shows your products priced at
What is Lowe’s competitor monitoring?
A view of where a brand and its competitors sit on Lowe’s category pages and search results, and how that compares with the same products at other retailers. It gives the team that answers for your Lowe’s number a view of the Lowe’s shelf itself.
Optimize
See whether paid placement on a Lowe’s category page is buying a position you already hold organically.
Grow
Compare your DIY and Pro positioning inside one banner, since Lowe’s runs both audiences on the same pages.
What it looks like on Lowe’s
A sample brand’s workspace, tracking kitchen faucets on Lowe’s. The shelf shows where each product sits on page one, and who holds the places around it. Category market share shows every brand’s share of the shelf, the retailer’s own brands included.
How selling on Lowe’s works.
Lowe's runs three parallel commercial paths. Most branded goods are sold wholesale (1P): the brand sells inventory to Lowe's through a signed vendor agreement, and Lowe's, not the brand, sets the shelf and online retail price, decides promotions, and controls the product listing content and merchandising placement.
The full picture, and 15 specifics about Lowe’s
Separately, Lowe's Marketplace lets approved third-party sellers list and price their own items directly to consumers on Lowes.com, with the seller handling fulfillment and Lowe's taking a category-based commission; the seller retains price control within Lowe's marketplace policies but Lowe's controls who is invited to sell and which items are approved as non-duplicative of existing assortment. A third path, most visible in building materials and installed categories, is trade/pro distribution layered on top of retail, including Lowe's 2025 acquisition of Foundation Building Materials for pro-channel distribution. Across all three, the brand cannot unilaterally change the Lowes.com retail price on a 1P listing; it can influence price only through cost, promotion negotiation, or MAP enforcement on its own end.
- Lowe's product suppliers for retail merchandising apply through RangeMe, Lowe's third-party sourcing platform; suppliers pitching Lowe's private-brand products apply through a separate portal called PROVIS. Completing registration does not guarantee a contract or any procurement relationship with Lowe's. Lowe's Supplier Registration FAQs (PDF)
- Lowe's vendor onboarding runs through the Lowe's Vendor Gateway (LVG), where approved suppliers complete required setup and establish EDI connectivity, including EDI 850 (purchase order), 856 (advance ship notice) and 810 (invoice) transactions; industry onboarding guides describe this connectivity and testing process as commonly taking several months under a traditional EDI setup. Orderful, How to Become a Lowe's Vendor: EDI Requirements and Onboarding Guide
- Lowe's Marketplace is a separate, invite-only third-party seller channel. Sellers control their own pricing and fulfillment and pay Lowe's a category-based commission, with no setup fee or monthly fee. Sell on Lowe's Marketplace, Lowes.com
- Lowe's rebranded its retail media offering as Lowe's Media Network in August 2024, adding email, in-store audio, paid search and direct-mail-for-install-services as new advertiser channels alongside its existing onsite and programmatic formats. Lowe's Corporate Newsroom press release, August 8, 2024
- Lowe's Media Network's named advertiser formats include premium native display and sponsored product ads on Lowes.com and the Lowe's app, programmatic display, video, connected TV, streaming audio and podcast activations, digital out-of-home, offsite paid search and social placement via Google, Meta and Pinterest, email advertising, and in-store audio. PR Newswire release of Lowe's Media Network announcement
- In its August 2024 press release, Lowe's states that its media network connects brands with more than 120 million unique customers and currently serves more than 300 brands. Lowe's Corporate Newsroom press release, August 8, 2024
- Lowe's publishes a Lowest Price Guarantee that matches an identical in-stock item from local competitors or major online retailers, including the item price plus shipping or delivery cost. Items labeled Exclusively Online are not eligible for in-store matching, and Lowe's does not match an online price offered in a zip code other than the customer's own. Lowest Price Guarantee, Lowes.com
- Lowe's price-matches items sold and shipped by Amazon.com directly, but excludes items sold by third-party sellers on Amazon's marketplace. Lowest Price Guarantee, Lowes.com
- Lowe's relaunched its professional-customer loyalty program in February 2025 as MyLowe's Pro Rewards, a three-tier program (Gold Pro, Platinum Pro, Titanium Pro) offering points on qualifying purchases, volume discounts, online quotes, and purchase authorization for crew members to buy on a company's behalf. Lowe's Corporate Newsroom press release, February 18, 2025
- Lowe's has stated that Pro customer penetration grew from about 19% of sales in 2019 to about 30% in 2025, making the DIY versus Pro split a named, tracked strategic metric for the company rather than an incidental customer mix. Lowe's Acquisition of Foundation Building Materials, investor presentation, August 20, 2025
- Lowe's acquired Foundation Building Materials (FBM), a North American distributor of interior building products, in a deal that closed in the fourth quarter of 2025. Lowe's own presentation on the deal shows FBM's revenue split about 55% commercial and 45% residential by customer, extending Lowe's Pro-channel distribution beyond its retail stores. Lowe's Acquisition of Foundation Building Materials, investor presentation, August 20, 2025
- Kobalt is a Lowe's-owned exclusive tool brand. Craftsman is a separate case: Stanley Black & Decker acquired the Craftsman brand from Sears in January 2017 and, in October 2017, named Lowe's its exclusive retail partner for the brand, putting Craftsman in direct shelf competition with Home Depot's exclusive Husky tool brand. CNBC, Stanley Black and Decker taps Lowe's to sell the Craftsman tool brand
- Lowe's other named private and exclusive brands spanning decor, hardware and paint include Lowe's-developed labels such as allen + roth, Origin21, Project Source, Blue Hawk, Portfolio, Utilitech and reliabilt, plus Valspar, a Sherwin-Williams-owned paint brand sold exclusively at Lowe's, each occupying category space a national brand would otherwise hold.
- Lowe's supplier-facing systems are split across at least two platforms: the Lowe's Vendor Gateway (LVG) for initial EDI and item-setup integration, and the ongoing Lowe's Vendor Portal, also known in the industry as LowesLink, for order, inventory and sales-performance reporting once a vendor is live. Orderful, How to Become a Lowe's Vendor: EDI Requirements and Onboarding Guide
- Lowe's does not publish the logic behind category-page sort and search ranking, so what sets the default product order on a category page is not something a supplier can look up. Lowe's Home Improvement Supplier Program (absence of published ranking methodology)
What a brand can and cannot see on its own.
What Lowe’s shows a supplier natively, and what stays out of view from inside that relationship.
4visible to a brand natively
Units, revenue and sell-through in the Lowe's Vendor Portal
Sales performance data (units, revenue, sell-through) through the Lowe's Vendor Portal / LowesLink, generally at region or store level, for wholesale (1P) suppliers
Inventory position at Lowe's distribution centers and stores through the same portal
Inventory position at Lowe's distribution centers and stores through the same portal
Orders, shipments and returns in Lowe's Vendor Gateway
Order, shipment and returns data through Lowe's Vendor Gateway (LVG) for EDI-connected suppliers
Marketplace sellers see their own orders, inventory and fulfillment
For Marketplace sellers: their own order, inventory and fulfillment data on the seller side of Lowe's Marketplace, plus (for advertisers) closed-loop measurement and audience insight reporting sold through Lowe's Media Network
6not visible from inside that relationship
How Lowe's ranks its category pages and search
Lowe's category-page ranking and search-relevance logic. Which factors decide default sort order, whether sell-through, margin, sponsored placement, in-stock rate or a blend, is not published.
Any Home Depot performance data in the same view
Any Home Depot performance data: a brand's Home Depot vendor/supplier portal is a separate system with its own metrics, cadence and taxonomy, so a supplier cannot reconcile Lowe's and Home Depot performance in one native view
A Pro-versus-DIY split of the brand's own Lowe's sales
A native Pro-versus-DIY split of that brand's own sales inside Lowe's, unless Lowe's chooses to report it; Lowe's own disclosed DIY/Pro revenue mix is company-wide, not brand-specific
Price-match activity against its own items, by store or region
Store-level or regional price-match activity triggered by Lowe's Lowest Price Guarantee against Home Depot or other competitors on the brand's own SKUs
How Lowe's private-label lines are merchandised against the brand
Full visibility into how Lowe's private-label lines (Kobalt, CRAFTSMAN at Lowe's, allen + roth, Project Source, Origin21, Blue Hawk) are merchandised or promoted relative to the brand's own listings
Vendor-side sales and inventory reporting, for Marketplace sellers
Marketplace sellers do not receive the 1P vendor's Lowe's-side sales-performance and inventory reporting; the two seller types sit on different portals with different data access
Built for a shelf like this one.
Three products, nine modules, on every retailer you sell on.
Shelf
Who holds page one of your category, where you show up in search, and who is paying to be there.
Explore ShelfPrice
Price and MAP monitoring in one place: every price against your own sheet, with rival prices beside yours.
Explore PriceListing
What changed on the page, whether it is still what you submitted, and whether it is in stock.
Explore ListingAsked often about Lowe’s.
Does a brand control its own price on Lowes.com?
Not on a standard wholesale (1P) listing. The brand sells product to Lowe's, and Lowe's sets the retail price, runs promotions, and can adjust price through its Lowest Price Guarantee when it matches a competitor. On Lowe's Marketplace, an approved third-party seller does set its own price, within Lowe's marketplace policies, but that is a separate commercial track from standard wholesale selling.
Is selling on Lowe's the same as selling on Home Depot?
No. They are separate retailers with separate vendor agreements, separate supplier portals, and typically separate teams inside a brand. Because both retailers carry largely the same national-brand assortment and both run price-match guarantees against each other, a brand effectively runs two parallel retail relationships on the same SKUs, often reading two different sets of sales and inventory data.
What is the difference between Lowe's Pro and DIY business for a supplier?
Lowe's treats Pro (contractors and tradespeople) and DIY (homeowners) as distinct customer bases with different loyalty programs, pricing mechanics (volume discounts and online quotes for Pro through MyLowe's Pro Rewards), and growth targets set publicly by Lowe's. A brand sold at Lowe's is exposed to both audiences inside one banner but is not natively shown which of its own sales came from which segment.
Can a brand see how it's ranking against competitors on a Lowe's category page?
Not through any Lowe's supplier tool that is publicly documented. Lowe's has not published the logic behind default category-page sort order, so a supplier cannot see, from inside Lowe's own systems, why a competing product or a Lowe's private-label item outranks its own.
What can a brand actually see about its own performance at Lowe's?
Through the Lowe's Vendor Portal (LowesLink) and Vendor Gateway (LVG), a wholesale supplier can see sales performance, inventory position at Lowe's distribution centers and stores, and order/shipment data. Marketplace sellers see their own order and fulfillment data on a separate portal. Neither view includes Home Depot data, competitor shelf position, or a native Pro-versus-DIY breakdown of the brand's own sales.
What advertising or placement can a brand buy at Lowe's beyond the shelf?
Lowe's Media Network sells onsite formats (sponsored product listings and premium display on Lowes.com and the app), programmatic display, video, connected TV, streaming audio and podcasts, digital out-of-home, offsite paid search and social media placement, email advertising, and in-store audio, plus audience insights and closed-loop measurement reporting.
Lowe’s is rarely the only site you sell on.
Track The Home Depot, Wayfair and Ferguson alongside Lowe’s, and see a move at one retailer against the others.
See Lowe’s next to The Home Depot, Wayfair and Ferguson.
Thirty minutes with someone who knows your sector, on your brand and the retailers you sell on.