A close-up action shot of a fisherman holding a walleyed fish in the water, with the lure attached to the mouth. The lure is a bright neon chartreuse green with a white body and red accents.

30% off best sellers

Shop the Fall Sale and save 30% on select best-selling baits - for a limited time

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Engineered in the Lab. Proven on the Water.
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Yellow and black fishing lure with multiple hooks on a white background
CRANKBAITs
Brown fishing lure with a textured surface on a white background
Softbaits
Fishing lure with a white background
Hardbaits
Orange and yellow curved tool on a white background
WORMS
LINE
Blue and green fishing lure on a white background
Saltwater
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Berkley Series
Hand holding a package of PowerBait MaxScent fishing lures.
PowerBait® MaxScent
Hand holding a fishing lure with Berkley PowerBait logo above
PowerBait®
Person holding a Berkley Gulp! fishing lure package on a boat
Gulp!
Berkley Lab Series fishing lures in packaging held by a person with blurred background
Lab Series
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Innovation Never Rests
30% Off Best Sellers
Bestseller
  • Choppo

Choppo

$8.99 - $14.99
$12.99 - $14.99

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4.6
Rated 4.6 out of 5 stars
77
Bestseller
  • Frittside™

Frittside™

$5.99 - $12.99
$10.99 - $12.99

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4.7
Rated 4.7 out of 5 stars
76
Bestseller
  • Hit Stick

Hit Stick

$3.99 - $11.99
$7.99 - $12.99

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4.6
Rated 4.6 out of 5 stars
52
Bestseller
  • Dredger

Dredger

$5.50 - $12.99
$10.99 - $12.99

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4.8
Rated 4.8 out of 5 stars
52
Bestseller
  • Flicker Shad®

Flicker Shad®

$4.99 - $8.99
$6.99 - $8.99

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4.7
Rated 4.7 out of 5 stars
116
Bestseller
  • Gulp!® Saltwater Grub

Gulp!® Saltwater Grub

$5.59 - $7.69
$7.99 - $10.99

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4.7
Rated 4.7 out of 5 stars
48
Bestseller
  • Fusion19™ Swimbait Jighead

Fusion19™ Swimbait Jighead

$4.99 - $8.99
$7.99 - $8.99

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4.7
Rated 4.7 out of 5 stars
52
Bestseller
  • Gulp!® Minnow

Gulp!® Minnow

$2.99 - $6.29
$5.99 - $8.99

Select Options on Sale

4.6
Rated 4.6 out of 5 stars
61
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SHOP BY species
Hand holding a fish with a fishing lure in its mouth against a blurred water background
Bass

For the angler who lives for that topwater strike.

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Man holding a large fish on a boat with clear blue water and sky in the background
saltwater

Salt, surf, and strength... built to perform in the elements.

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Person holding a net with a fish inside over water
trout

Perfect for cold-water mornings and mountain streams.

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Close-up of a fish holding a fishing lure with a blurred green background
walleye

Precision baits and proven rigs engineered to outsmart walleye in any water.

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A close-up action shot of a bass fishing lure being held in the mouth of a largemouth bass, with a human hand supporting the fish. The lure is a white topwater popper with a yellow belly and red eye accent.

Fall New Arrivals


Shop the new Doom Stroller™ and more fresh and saltwater innovations from Berkley® Labs. Available while supplies last.

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Your Fish, Our Science
Fall New Arrivals
New
  • Doom Stroller

Doom Stroller

$16.99
4.0
Rated 4.0 out of 5 stars
1
New
  • SlapGill

SlapGill

$16.99
5.0
Rated 5.0 out of 5 stars
1
New
  • Swamp Lord Jr. Hollow Body Frog

Swamp Lord Jr. Hollow Body Frog

$10.99
4.8
Rated 4.8 out of 5 stars
4
New
  • BlowUp

BlowUp

$11.99
Bestseller
  • PowerBait® MaxScent 'Moeba

PowerBait® MaxScent 'Moeba

$14.99
4.5
Rated 4.5 out of 5 stars
62
New
  • GINCLEAR™ Filler Spool

GINCLEAR™ Filler Spool

$19.99 - $27.99
4.5
Rated 4.5 out of 5 stars
91
New
  • PowerBait® MaxScent Flux-Gill| Berkley®

PowerBait® MaxScent Flux-Gill

$6.99 $9.99
4.9
Rated 4.9 out of 5 stars
33
New
  • PowerBait® MaxScent Power® Wag

PowerBait® MaxScent Power® Wag

$9.99
5.0
Rated 5.0 out of 5 stars
2
New
  • Dough Rider | Berkley®

Dough Rider

$4.54 - $6.49
4.8
Rated 4.8 out of 5 stars
8
New
  • Dough Rider Minnow | Berkley®

Dough Rider Minnow

$4.54 $6.49
4.8
Rated 4.8 out of 5 stars
13
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Get Fitted

Be ready for every cast. Outfitting your gear the right way is the foundation of consistent performance and confidence on the water. From Berkley® line engineered for strength, sensitivity, and reliability, to purpose-built apparel and essential tools and accessories, this collection is designed to perform when it matters most.

Whether you’re chasing bass close to home or pushing farther offshore, it’s always better to be prepared - because the right gear makes every bite count.

LINE
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APPAREL
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Tools & Accessories
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engineered WITH INNOVATION. FUELED BY science. We've Done The Science. Now you catch the fish.
Man grabbing bait from tackle box
Frog bait close up
Woman holding bait
Child's hand holding a fish by the mouth
Hand holding Gulp bait packaging
Hand holding bait
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