fire guard
Worth a lookShows low returns (1.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible1.0%return rate — above 6% kills the launch gate
Avg price
Incredible£24.93avg listing price — sweet spot $15–$100
Price range
Great£8.99–£92.40cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Great272.22avg incumbent reviews — the moat a new listing must climb
Brand share
Great52%top-5 brand share — no brand owns this niche
Competition
Great38%top-5 click share — an open shelf
Market size
Good£325K£325K/yr · 627K searches
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Conversion
Okay2.1%search→purchase rate — share of searches ending in a sale
Growth
Bad-43.4%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, fire guard is a £325K/yr Amazon United Kingdom market (627K searches/yr). The top 5 brands hold 52% of demand. Demand peaks in Jan–Sep–Oct–Nov–Dec. Verdict: Worth a look — 58/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 15K–20K
- avg 100–250/product
- Revenue / yr
- £374K–£499K
- units × avg price
- Launch success
- —
- 0 of 4 new (360d)
- Conversion rate
- 2.1%
- Avg BSR
- #73
- Page quality
- 0%
- Prime
- 50%
- Sponsored
- 80%
- Out of stock
- 20.6%
- Avg brand age
- 53 months
- Avg seller age
- 177 days
Competition
Clicks spread well past the top 5 (38% combined) — an open shelf where new products get seen.Brands
25 rising
Sellers
35
Top-5 brand share
52%
Top 20: 95%
Top-5 click share
38%
Top 20: 75%
Open market
42%
- Srendi14%
- Fire Vida12%
- OptiProducts10%
- Kingson8%
- Easy Shopping7%
- For Your Little One6%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -43.4% search growth over the last 90 days.Peak months: Jan, Sep, Oct, Nov, Dec · busiest ÷ quietest = 5.2×
Product shelf
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 46 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Fireplace Extending Extendable Nursery Child Safety Fireguard Firescreen Black
Srendi£25.414.2★285 rev
OptiProducts Black Fire Guard For Fireplace Open Fire Log Burner. Safe Spark Screen Fireguard Cover Safety Barrier Guards From Fires
OptiProducts£10.504.7★289 rev
Fire Vida Selby 3 Panel Fire Screen Spark Fire Guard Metal Black
Fire Vida£16.154.2★309 rev
FYLO - Extendable Fireguard Folding Safety Guard Folding Fireplace Cover | Depth 46cm Height 66cm Width from 96.5cm to 168cm - Fixings Included
For Your Little One£26.064.5★995 rev
Babylo Premier Fireguard Fits Up to 133Cm Wide - Black
BABYLO£29.564.4★625 rev
Newest
by launch date
Easy Shopping 3-Panel Black Firguard Metal Firescreen Safety Screen Strong Stylish & Protective Flame Guard for Coal & Wood Fire Folding Fireplace Cover Foldable
Easy Shopping£16.295 rev
Easy Shopping 3-Panel Black Firguard Metal Firescreen Safety Screen Strong Stylish & Protective Flame Guard for Coal & Wood Fire Folding Fireplace Cover Foldable Moveable
Easy Shopping£18.9525 rev
Easy Shopping Black Metal Fire Guard 3-Panel Safety Screen Strong Stylish & Protective Flame Guard for Coal & Wood Fire Folding Fireplace Cover Foldable Fire Screen
Easy Shopping£17.2623 rev
Black Overgrowth Three Fold Fireguard Fire Screen Classic Style Mesh Guard for Log Burners & Open Fires Spark & Debris Protection
Black Country Metal Works£32.9311 rev
Kingson Arched 3-Panel Fireplace Spark Guard Screen Black Steel Mesh Fire Screen with Piano Hinges Child-Safe Folding Fire Guard 96.5 x 61 cm
Kingson£33.1153 rev
Trending
90-day click momentumEasy Shopping 3-Panel Black Firguard Metal Firescreen Safety Screen Strong Stylish & Protective Flame Guard for Coal & Wood Fire Folding Fireplace Cover Foldable
Easy Shopping£16.295.0★
Pricecrunchers Extendable Fireguard
PRICECRUNCHERS£24.004.5★
Babylo Premier Fireguard Fits Up to 133Cm Wide - Black
BABYLO£29.564.4★
Oypla Heavy Duty Steel 4 Panel Fire Screen Spark Guard
Oypla£18.904.5★
Fireside Extending Nursery Child Safety Fireguard - Black
Fireside£23.754.4★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Brilliant quality”
“Just perfect fire guard for the money sits perfect on our fire”
“Excellent value for money”
“As described”
“Perfect size”
“Safe and sturdy”
“looks very elegant”
“great easy oi use”
“Safety for the dog”
“keeps my fire safe”
What buyers complain about
“Very flimsy not really as expected not as expected”
“Poor quality flimsy moves easily with minimal touch”
“due to this it doesnt fit our fire properly”
“The screws don't grab onto the other sides of the plates so they just fall off”
“But certainly not heat resistant as stated”
“This is not aesthetically pleasing”
“Cant say it was a gift”
“Very lightweight”
“Bars broke off”
“Bit heavy”
Top return reasons
Common questions
- Is fire guard profitable to sell on Amazon United Kingdom?
- The niche generates £325K/yr across 46 tracked products. 0 of 4 products launched in the last 360 days are still selling. 90-day search growth is -43.4%. Flapen's verdict: Worth a look (58/100).
- How competitive is the fire guard niche?
- 25 brands and 35 sellers compete. The top 5 products take 38% of clicks and top 5 brands hold 52% of demand.
- What do buyers complain about in fire guard?
- Top complaints mined from reviews: Strength, Quality-Overall, Size-Overall. The return rate is 1.0%.
- When does demand for fire guard peak?
- Demand peaks in Jan–Sep–Oct–Nov–Dec; the busiest month runs 5.2× the quietest.
- What does it cost to enter the fire guard niche?
- Listings span £8.99–£92.40; the average listing price is £24.93 (sweet spot $15–$100). The average incumbent carries 272 reviews — the moat a new listing must climb.
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