The lures LUREGO customers actually reach for — ranked by real order volume and customer reviews, not by what we'd like to push. Soft plastic swimbaits, slow and fast metal jigs, glow and UV squid lures, hard trolling baits: the range runs from a $0.99 sea-urchin soft lure to a 285 g deep-water squid jig.

New to lure fishing? The buyer's guide below the grid matches a lure to the water you actually fish.