The shift toward digital eyewear shopping in the United States has pushed online retailers to expand their catalogs at unprecedented speed. This year’s analysis examines which platforms offer American consumers the widest selection of prescription glasses, measured not only by the total number of frames but also by the diversity of brands represented. The results reveal a market where global players set the pace, while long-established optical chains continue to trail in online assortment size.
Highlights at a Glance
- SmartBuyGlasses.com stands far ahead in overall product volume, listing more than 49,000 frames — over twice as many as any other U.S. retailer.
- Eyeglasses.com claims the top spot for brand variety with 345 brands, giving it the broadest label portfolio in the country.
- FramesDirect.com secures a stable position in both rankings, underscoring its long-term presence in the online optical space.
- Major brick-and-mortar names such as LensCrafters and VisionWorks appear mid-table, reflecting the ongoing gap between physical retail influence and digital assortment expansion.
U.S. Retailers Ranked by Total Frames (2025)
| Rank | Domain | Total Frames |
| 1 | smartbuyglasses.com | 49,073 |
| 2 | eyeglasses.com | 18,656 |
| 3 | framesdirect.com | 8,910 |
| 4 | fashioneyewear.com | 3,234 |
| 5 | zennioptical.com | 2,174 |
| 6 | eyebuydirect.com | 1,678 |
| 7 | glassesusa.com | 1,528 |
| 8 | lenscrafters.com | 1,433 |
| 9 | myeyedr.com | 1,345 |
| 10 | eyeconic.com | 1,026 |
| 11 | visionworks.com | 920 |
| 12 | glasses.com | 900 |
| 13 | americasbest.com | 796 |
| 14 | targetoptical.com | 511 |
| 15 | warbyparker.com | 333 |
| 16 | diffeyewear.com | 329 |
| 17 | sunglasshut.com | 3 |
U.S. Retailers Ranked by Total Brands (2025)
| Rank | Domain | Total Brands |
| 1 | eyeglasses.com | 345 |
| 2 | smartbuyglasses.com | 267 |
| 3 | framesdirect.com | 193 |
| 4 | fashioneyewear.com | 110 |
| 5 | glassesusa.com | 82 |
| 6 | myeyedr.com | 66 |
| 7 | americasbest.com | 64 |
| 8 | eyeconic.com | 47 |
| 9 | lenscrafters.com | 42 |
| 10 | visionworks.com | 27 |
| 11 | glasses.com | 26 |
| 12 | targetoptical.com | 17 |
| 13 | eyebuydirect.com | 13 |
| 14 | zennioptical.com | 7 |
| 15 | sunglasshut.com | 3 |
| 16 | warbyparker.com | 1 |
| 17 | diffeyewear.com | 1 |
What the Rankings Reveal About U.S. Assortment Strategy
The American online eyewear sector remains diverse, but clear leaders have emerged. SmartBuyGlasses leverages its global infrastructure to offer a massive product catalog, giving shoppers access to thousands of niche and long-tail SKUs. Eyeglasses.com, in contrast, distinguishes itself through an exceptionally broad brand lineup — appealing to customers who prioritize designer labels or unique specialty brands.
Traditional optical chains appear noticeably lower in both rankings. While they maintain strong name recognition offline, their digital assortments remain comparatively narrow, pointing to slower e-commerce expansion or a more curated merchandising approach.
Beyond Assortment: Trust Still Drives Conversions
A large product range is only part of the customer decision process. For prescription eyewear, credibility and accuracy matter just as much as choice. U.S. shoppers increasingly expect online retailers to provide:
- consistent quality checks by certified opticians,
- reliable PD and fit-measurement tools,
- transparent remake and return guarantees.
Retailers combining extensive catalogs with strong optical safeguards are best positioned to capture long-term customer trust.
Methodology
- Data was collected in September 2025 through a manual audit of publicly listed frames and brands across leading retailers.
- Only active e-commerce websites shipping to the U.S. were included.
- Two metrics were evaluated:
– Total Frames – count of unique eyewear SKUs available online.
– Total Brands – number of distinct eyewear brands listed. - Non-eyewear items (cases, accessories, lens cleaners) and duplicate or discontinued products were excluded.
- This ranking reflects assortment breadth, not sales or market share.
If you’d like to recommend additional domains for future analyses, feel free to reach out.