---
title: "Fire Guard — £325K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/baby-products/fire-guard"
last_updated: "2026-07-21T11:43:34.597Z"
locale: en
meta:
description: "Niche score 58/100 · £325K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 58/100 · £325K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Fire Guard — £325K/yr Amazon UK Niche (2026) - Flapen"
---
# **fire guard**
**Worth a look**
Shows low returns (1.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 52Growth 3Conversion 26Competition 77Returns 95Price range 89Avg price 95Brand share 83Review moat 86Quality gap 40
**Returns**
**Incredible****1.0%**
return rate — above 6% kills the launch gate
**Avg price**
**Incredible****£24.93**
avg listing price — sweet spot $15–$100
**Price range**
**Great****£8.99–£92.40**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Review moat**
**Great****272.22**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Great****52%**
top-5 brand share — no brand owns this niche
**Competition**
**Great****38%**
top-5 click share — an open shelf
**Market size**
**Good****£325K**
£325K/yr · 627K searches
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Okay****2.1%**
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 ~~](https://flapen.com/research/methodology)
## **fire guard 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 & brand share**
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.
35K25KSpike '24Black Friday '24Prime Day '25Spike '25Black Friday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Sep, Oct, Nov, Dec · busiest ÷ quietest = 5.2×
[**Open Trend **](https://flapen.com/research/uk/baby-products/fire-guard/trend)
## **Top fire guard search terms**
- **fire guard**216K/yr-48.8%2.1% conv. - **fire guards for living rooms**100K/yr-43.3%2.2% conv. - **fireguard**50K/yr-51.4%2.1% conv. - **fire guard baby safety**23K/yr+60.4%2.0% conv. - **fireplace guard**24K/yr-1.0%1.6% conv. - **fire guards**31K/yr-46.7%1.1% conv. - **fire screen**21K/yr-34.7%0.9% conv. - **fire guard for wood burners**44K/yr-67.8%1.6% conv. - **fireguards baby safe**14K/yr+32.6%2.7% conv. - **fire screens and guards**11K/yr-18.9%0.5% conv. [**All search terms **](https://flapen.com/research/uk/baby-products/fire-guard/search-terms)
## **Top fire guard 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.
0%4%£13K8%£26K12%£39K16%£52K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 46 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Fireplace Extending Extendable Nursery Child Safety Fireguard Firescreen Black**Srendi**£25.41**4.2★285 rev](https://www.amazon.co.uk/dp/B08KQFCQ36) [2**OptiProducts Black Fire Guard For Fireplace Open Fire Log Burner. Safe Spark Screen Fireguard Cover Safety Barrier Guards From Fires**OptiProducts**£10.50**4.7★289 rev](https://www.amazon.co.uk/dp/B0DK7PC79T) [3**Fire Vida Selby 3 Panel Fire Screen Spark Fire Guard Metal Black**Fire Vida**£16.15**4.2★309 rev](https://www.amazon.co.uk/dp/B01DA8LGRO) [4**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**£26.06**4.5★995 rev](https://www.amazon.co.uk/dp/B07PJR14TX) [5**Babylo Premier Fireguard Fits Up to 133Cm Wide - Black**BABYLO**£29.56**4.4★625 rev](https://www.amazon.co.uk/dp/B08MWBBJGK)
**~~View all top sellers →~~**
### **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**£16.29**5 rev4mo ago](https://www.amazon.co.uk/dp/B0GQ5542D5) [**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**£18.95**25 rev7mo ago](https://www.amazon.co.uk/dp/B0G5GKFSF5) [**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**£17.26**23 rev7mo ago](https://www.amazon.co.uk/dp/B0G53TT6CC) [**Black Overgrowth Three Fold Fireguard Fire Screen Classic Style Mesh Guard for Log Burners & Open Fires Spark & Debris Protection**Black Country Metal Works**£32.93**11 rev9mo ago](https://www.amazon.co.uk/dp/B0FW582WF5) [**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**£33.11**53 rev1y ago](https://www.amazon.co.uk/dp/B0FDQM1GQ2)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£16.29**5.0★**▲ 565%**](https://www.amazon.co.uk/dp/B0GQ5542D5) [**Pricecrunchers Extendable Fireguard**PRICECRUNCHERS**£24.00**4.5★**▲ 501%**](https://www.amazon.co.uk/dp/B081D28B25) [**Babylo Premier Fireguard Fits Up to 133Cm Wide - Black**BABYLO**£29.56**4.4★**▲ 416%**](https://www.amazon.co.uk/dp/B08MWBBJGK) [**Oypla Heavy Duty Steel 4 Panel Fire Screen Spark Guard**Oypla**£18.90**4.5★**▲ 311%**](https://www.amazon.co.uk/dp/B07MKRKJCZ) [**Fireside Extending Nursery Child Safety Fireguard - Black**Fireside**£23.75**4.4★**▲ 297%**](https://www.amazon.co.uk/dp/B01MZBL5H6)
**~~View all trending →~~**
## **What buyers say about fire guard**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**21%
*“Brilliant quality”*
**Fire Resistance**17%
*“Just perfect fire guard for the money sits perfect on our fire”*
**Value For Money**14%
*“Excellent value for money”*
**Advertised Vs Actual Product**9%
*“As described”*
**Size-Overall**8%
*“Perfect size”*
**Strength**7%
*“Safe and sturdy”*
**Design-Overall**6%
*“looks very elegant”*
**Ease Of Use**3%
*“great easy oi use”*
**Security**2%
*“Safety for the dog”*
**Safety Standards**2%
*“keeps my fire safe”*
### **What buyers complain about **
**Strength**25%
*“Very flimsy not really as expected not as expected”*
**Quality-Overall**11%
*“Poor quality flimsy moves easily with minimal touch”*
**Size-Overall**8%
*“due to this it doesnt fit our fire properly”*
**Mounting**7%
*“The screws don't grab onto the other sides of the plates so they just fall off”*
**Heating**5%
*“But certainly not heat resistant as stated”*
**Design-Overall**5%
*“This is not aesthetically pleasing”*
**Gifting Purpose**5%
*“Cant say it was a gift”*
**Weight Light**5%
*“Very lightweight”*
**Durability**3%
*“Bars broke off”*
**Weight Heavy**3%
*“Bit heavy”*
### **Top return reasons **
**Size-Overall**61%
**Defective Material/Parts**6%
**Strength**6%
**Compatibility-Overall**4%
**Assembly/Installation**2%
**Quality-Overall**2%
**Advertised Vs Actual Product**2%
**Durability**1%
**Weight Light**1%
**Frame Quality**1%
## **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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