These are the lures our customers actually reach for — the best selling fishing lures in the LUREGO range, ranked by real order volume and customer reviews rather than by what we'd like to push. Across this collection you'll find soft plastic swimbaits, slow jigs and fast-sinking metal jigs, glow and UV squid lures, and hard trolling baits — from a $0.99 sea-urchin soft lure to a 285 g luminous squid jig built for deep water.

Every lure here has been bought and fished by anglers in the US, UK and Europe. If you already know your water and your target species, jump straight to a category. If you're new to lure fishing, the buyer's guide below the product grid will match a lure to the fishing you actually do.

Jump to a category: 

• Soft Baits 
• Jig & Metal Lures
•  Hard Baits  
•  Fishing Accessories