safe
Skip itA small market ($13K/yr) — this niche doesn't clear our bar today.
Returns
Incredible0.6%return rate — above 5% kills the launch gate
Avg price
Good$138.00avg listing price — sweet spot $15–$100
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Review moat
Okay1,556.18avg incumbent reviews — the moat a new listing must climb
Brand share
Okay85%top-5 brand share — brands hold most of the demand
Price range
Okay$15.00–$284.06cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Okay68%top-5 click share — leaders hold, buyers still browse
Growth
Bad-20.0%90-day search growth — must beat 0% to launch
Conversion
Bad1.0%search→purchase rate — share of searches ending in a sale
Market size
Bad$13K$13K/yr · 9K searches
According to Flapen's Amazon Singapore niche tracking, safe is a $13K/yr Amazon Singapore market (9K searches/yr). The top 5 brands hold 85% of demand. Verdict: Skip it — 33/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
safe market data
- Units sold / yr
- 0–100
- avg 0–100/product
- Revenue / yr
- $0–$14K
- units × avg price
- Conversion rate
- 1.0%
- Avg BSR
- #726
- Page quality
- 0%
- Prime
- 73%
- Sponsored
- 36%
- Out of stock
- 36.8%
- Avg brand age
- 62 months
- Avg seller age
- 0 days
Competition & brand share
The top 5 products take 68% of clicks — established leaders, but buyers still shop beyond them.Brands
8 falling
Sellers
7
Top-5 brand share
85%
Top 20: 100%
Top-5 click share
68%
Top 20: 100%
Open market
10%
- bonsaii41%
- SentrySafe13%
- Yale12%
- VIDXCVIT12%
- HAOHANR8%
- DAYI5%
- Open — no brand owns it (2 brands, 10%)
Demand
Weekly Amazon search volume, last 46 weeks — -20.0% search growth over the last 90 days.Top safe search terms
- safe4K/yr
- safe box4K/yr
- yale safe989/yr
Top safe products on Amazon
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 11 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Bonsaii Safe 0.6 Cubic Safe Box with Electronic Keypad Removable Shelf for Valuables Jewelry and Documents in Home Hotel or Business 9.84 x 13.78 x 9.84 Inches
bonsaii$100.704.6★1,276 rev
Large Safe Box Fireproof Waterproof 5.0 Cu Ft Fireproof Safe for Home with Electronic Keypad and Key Personal Safety Box for Home Documents Firearm Medicine Money Valuables
VIDXCVIT$284.064.2★228 rev
Password Safe Home Electronic Safe Box Anti-Theft Alarm Fire Resistant with Key Lock for Jewelry/Cash/Documents in Home Hotel Business (0.50Cubic Feet)
HAOHANR$118.990.0★0 rev
Bonsaii Fireproof Safe Box for Home 1.28 Cubic Feet Security Safe Box with Fireproof Money Bag Digital Keypad Lock Removable Shelf Fire Proof Safes for Document Cash 12.99 x 14.17 x 12.99 Inches
bonsaii$164.524.5★261 rev
SentrySafe Fireproof and Waterproof Safe Box with Key Lock Fire and Water Chest Safe for Home 0.28 Cubic Feet 6.6 x 15.4 x 14.3 Inches CFW20201 Dark Grey
SentrySafe$138.394.5★3,052 rev
Newest
by launch datePassword Safe Home Electronic Safe Box Anti-Theft Alarm Fire Resistant with Key Lock for Jewelry/Cash/Documents in Home Hotel Business (0.50Cubic Feet)
HAOHANR$118.990 rev
Large Safe Box Fireproof Waterproof 5.0 Cu Ft Fireproof Safe for Home with Electronic Keypad and Key Personal Safety Box for Home Documents Firearm Medicine Money Valuables
VIDXCVIT$284.06228 rev
Bonsaii Fireproof Safe Box for Home 1.28 Cubic Feet Security Safe Box with Fireproof Money Bag Digital Keypad Lock Removable Shelf Fire Proof Safes for Document Cash 12.99 x 14.17 x 12.99 Inches
bonsaii$164.52261 rev
Yale - Electronic Guest Safe Laptop - YLG/200/DB2 - Standard
Yale$180.83958 rev
Yale - Electronic Guest Safe Medium - YSG/250/DB2 - Standard
Yale$150.55958 rev
Trending
90-day click momentumSentrySafe Fireproof and Waterproof Safe Box with Key Lock Fire and Water Chest Safe for Home 0.28 Cubic Feet 6.6 x 15.4 x 14.3 Inches CFW20201 Dark Grey
SentrySafe$138.394.5★
Large Safe Box Fireproof Waterproof 5.0 Cu Ft Fireproof Safe for Home with Electronic Keypad and Key Personal Safety Box for Home Documents Firearm Medicine Money Valuables
VIDXCVIT$284.064.2★
Bonsaii Fireproof Safe Box for Home 1.28 Cubic Feet Security Safe Box with Fireproof Money Bag Digital Keypad Lock Removable Shelf Fire Proof Safes for Document Cash 12.99 x 14.17 x 12.99 Inches
bonsaii$164.524.5★
Password Safe Home Electronic Safe Box Anti-Theft Alarm Fire Resistant with Key Lock for Jewelry/Cash/Documents in Home Hotel Business (0.50Cubic Feet)
HAOHANR$118.990.0★
DAYI Safe Box 2.0 Cubic Feet Home Safe with Fireproof Waterproof Bag Security Safe Box for Money Cash Valuables Digital Electronic Keypad Dual Alarm System Removable Shelf - D-45
DAYI$237.594.4★
What buyers say about safe
What buyers praise and complain about, mined from review topics.What buyers love
“Product received as described”
“Great product”
Top return reasons
Common questions
- Is safe profitable to sell on Amazon Singapore?
- The niche generates $13K/yr across 11 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -20.0%. Flapen's verdict: Skip it (33/100).
- How competitive is the safe niche?
- 8 brands and 7 sellers compete. The top 5 products take 68% of clicks and top 5 brands hold 85% of demand.
- What does it cost to enter the safe niche?
- Listings span $15.00–$284.06; the average listing price is $138.00 (sweet spot $15–$100). The average incumbent carries 1,556 reviews — the moat a new listing must climb.