Wayfair CEO Niraj Shah sells 69,000 shares
Wayfair’s CEO Niraj Shah disclosed 69,000 shares sold on September 14, 2026 under a pre-arranged Rule 10b5-1 trading plan.
Rhea-AI Filing Summary
Wayfair Inc. (W) reported that Chief Executive Officer and director Niraj Shah sold an aggregate of 69,000 shares of Class A common stock on September 14, 2026 in a series of open‑market transactions. The reported weighted‑average sale prices for the trade blocks ranged from $98.27 to $106.09 per share, with underlying execution ranges between $97.80 and $106.35 as described in multiple footnotes. All sales were effected pursuant to a Rule 10b5‑1 trading plan adopted on May 6, 2026. A separate line reports 22,857 shares of Class A common stock held indirectly through SK Ventures LLC, of which Shah is a member and may be deemed a beneficial owner.
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Insights
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Insider Trade Summary 10b5-1
Net Seller: 69,000 shares
Net Sell
10 txns
Insider
Shah Niraj
Role
Chief Executive Officer
Sold
69,000 shs ($7.13M)
| Type | Security | Shares | Price | Value |
|---|---|---|---|---|
| Sale | Class A Common Stock F1, F2 | 4,485 | $98.27 | $441K |
| Sale | Class A Common Stock F1, F3 | 4,558 | $99.34 | $453K |
| Sale | Class A Common Stock F1, F4 | 4,732 | $100.31 | $475K |
| Sale | Class A Common Stock F1, F5 | 3,779 | $101.33 | $383K |
| Sale | Class A Common Stock F1, F6 | 4,437 | $102.36 | $454K |
| Sale | Class A Common Stock F1, F7 | 7,258 | $103.37 | $750K |
| Sale | Class A Common Stock F1, F8 | 19,374 | $104.41 | $2.02M |
| Sale | Class A Common Stock F1, F9 | 12,943 | $105.41 | $1.36M |
| Sale | Class A Common Stock F1, F10 | 7,434 | $106.09 | $789K |
| holding | Class A Common Stock F11 | -- | -- | -- |
Holdings After Transaction:
Class A Common Stock — 291,137 shares (Direct);
Class A Common Stock — 22,857 shares (Indirect, See Footnote)
Footnotes (11)
- F1. The sales reported in this Form 4 were effected pursuant to a Rule 10b5-1 trading plan adopted by the reporting person on May 6, 2026.
- F2. The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $97.80 to $98.67, inclusive. The reporting person undertakes to provide to Wayfair Inc., any security holder of Wayfair Inc., or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the ranges set forth in this footnote.
- F3. The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $98.80 to $99.78, inclusive. The reporting person undertakes to provide to Wayfair Inc., any security holder of Wayfair Inc., or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the ranges set forth in this footnote.
- F4. The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $99.81 to $100.80, inclusive. The reporting person undertakes to provide to Wayfair Inc., any security holder of Wayfair Inc., or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the ranges set forth in this footnote.
- F5. The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $100.81 to $101.79, inclusive. The reporting person undertakes to provide to Wayfair Inc., any security holder of Wayfair Inc., or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the ranges set forth in this footnote.
- F6. The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $101.82 to $102.79, inclusive. The reporting person undertakes to provide to Wayfair Inc., any security holder of Wayfair Inc., or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the ranges set forth in this footnote.
- F7. The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $102.85 to $103.84, inclusive. The reporting person undertakes to provide to Wayfair Inc., any security holder of Wayfair Inc., or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the ranges set forth in this footnote.
- F8. The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $103.85 to $104.84, inclusive. The reporting person undertakes to provide to Wayfair Inc., any security holder of Wayfair Inc., or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the ranges set forth in this footnote.
- F9. The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $104.85 to $105.84, inclusive. The reporting person undertakes to provide to Wayfair Inc., any security holder of Wayfair Inc., or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the ranges set forth in this footnote.
- F10. The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $105.85 to $106.35, inclusive. The reporting person undertakes to provide to Wayfair Inc., any security holder of Wayfair Inc., or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the ranges set forth in this footnote.
- F11. Represents shares directly owned by SK Ventures LLC, of which the reporting person is a member and may be deemed to be a beneficial owner.
Key Figures
Total shares sold: 69,000 shares
Sale block price: $98.27 per share
Sale block price: $106.09 per share
+4 more
7 metrics
Total shares sold
69,000 shares
Aggregate Class A common stock sales by Niraj Shah on September 14, 2026
Sale block price
$98.27 per share
Weighted‑average price for 4,485 shares sold on September 14, 2026
Sale block price
$106.09 per share
Weighted‑average price for 7,434 shares sold on September 14, 2026
Execution price range (lowest)
$97.80 per share
Lowest price in the disclosed trade ranges for September 14, 2026 sales
Execution price range (highest)
$106.35 per share
Highest price in the disclosed trade ranges for September 14, 2026 sales
Rule 10b5-1 plan adoption date
May 6, 2026
Date Shah adopted the trading plan governing the reported sales
Indirectly held shares
22,857 shares
Class A shares directly owned by SK Ventures LLC, of which Shah may be deemed a beneficial owner
Key Terms
Rule 10b5-1 trading plan, weighted average price, beneficial owner
3 terms
Rule 10b5-1 trading plan regulatory
"The sales reported in this Form 4 were effected pursuant to a Rule 10b5-1 trading plan"
A Rule 10b5-1 trading plan is a pre-arranged schedule that allows company insiders to buy or sell stock at specific times, even if they have inside information. It helps prevent accusations of unfair trading by making these transactions look planned and transparent, rather than sneaky or illegal.
weighted average price financial
"The price reported in Column 4 is a weighted average price."
Weighted average price is the average price of a security where each trade or component is counted according to its size, so bigger trades pull the average more than smaller ones. Think of it like calculating the average cost of a grocery haul where items you bought more of have greater influence on the final per-item cost. Investors use it to understand the true average price paid or received, judge execution quality, and compare trading performance against market movement.
beneficial owner regulatory
"of which the reporting person is a member and may be deemed to be a beneficial owner."
A beneficial owner is the person who ultimately owns or controls a financial asset or property, even if their name isn't directly on official documents. Think of it like someone who secretly holds the keys to a safe deposit box—others may appear to have access, but the true owner is the one who benefits from what's inside. Identifying beneficial owners helps ensure transparency and prevent illegal activities like money laundering or fraud.
FAQ
AI-generated questions and answers. How Rhea-AI works. Not financial advice.
What insider trading activity did Wayfair (W) disclose for Niraj Shah on this Form 4?
The filing reports that Niraj Shah, Wayfair’s CEO and director, sold 69,000 shares of Class A common stock on September 14, 2026 in multiple open‑market transactions at various weighted‑average prices.
What indirect holdings of Wayfair (W) stock are reported for Niraj Shah?
The filing reports 22,857 shares of Wayfair Class A common stock indirectly held through SK Ventures LLC, which directly owns the shares; Shah is a member and may be deemed a beneficial owner of that position.
Does the Form 4 state Shah’s total direct Wayfair (W) holdings after these sales?
No. For the sale transactions, the column for shares owned following the transaction is left blank, so only the 69,000 shares sold are specified, not Shah’s remaining direct holdings.
AI-generated analysis. How Rhea-AI works. Not financial advice.
