Is doorbell profitable to sell on Amazon United Kingdom?

The niche generates £1.9M/yr across 27 tracked products. 3 of 4 products launched in the last 360 days are still selling. 90-day search growth is -11.8%. Flapen's verdict: Worth a look (56/100).

How competitive is the doorbell niche?

11 brands and 35 sellers compete. The top 5 products take 52% of clicks and top 5 brands hold 83% of demand.

What do buyers complain about in doorbell?

Top complaints mined from reviews: Durability, Connectivity-Overall, Battery Life. The return rate is 1.6%.

When does demand for doorbell peak?

Demand peaks in Nov–Dec; the busiest month runs 1.7× the quietest.

What does it cost to enter the doorbell niche?

Listings span £6.90–£36.08; the average listing price is £13.22 (sweet spot $15–$100). The average incumbent carries 7,087 reviews — the moat a new listing must climb.

doorbell

Worth a look

Shows a $1.9M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Market size

Great£1.9M

£1.9M/yr · 2.5M searches

Returns

Great1.6%

return rate — above 5% kills the launch gate

Price range

Good£6.90–£36.08

cheapest to priciest tracked listing — scored on the share inside $15–$100

Conversion

Good5.9%

search→purchase rate — share of searches ending in a sale

Avg price

Good£13.22

avg listing price — sweet spot $15–$100

Competition

Good52%

top-5 click share — leaders hold, buyers still browse

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Brand share

Okay83%

top-5 brand share — brands hold most of the demand

Review moat

Bad7,086.78

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-11.8%

90-day search growth — must beat 0% to launch

According to Flapen's Amazon United Kingdom niche tracking, doorbell is a £1.9M/yr Amazon United Kingdom market (2.5M searches/yr). The top 5 brands hold 83% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 56/100.

Data updated Jul 22, 2026 · scored weekly · How we score niches

doorbell market data

Units sold / yr: 125K–150K; avg 4,000–5,000/product
Revenue / yr: £1.7M–£2.0M; units × avg price
Conversion rate: 5.9%
Avg BSR: #17
Page quality: 0%
Prime: 100%
Sponsored: 96%
Out of stock: 6.7%
Avg brand age: 36 months
Avg seller age: 176 days

Competition & brand share

The top 5 products take 52% of clicks — established leaders, but buyers still shop beyond them.

Brands

11 falling

Sellers

Top-5 brand share

83%

Top 20: 100%

Top-5 click share

52%

Top 20: 93%

Open market

12%

SECRUI30%
TECKNET29%
wesstun11%
FineLuck7%
AVANTEK6%
Tapo5%
Open — no brand owns it (5 brands, 12%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -11.8% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 1.7×

Open Trend

Top doorbell search terms

doorbell1.0M/yr -13.1%4.1% conv.
door bell475K/yr +2.1%4.5% conv.
wireless doorbell309K/yr -10.7%5.1% conv.
door bells wireless cordless202K/yr -19.2%5.3% conv.
doorbell wireless91K/yr -11.7%6.1% conv.
doorbells47K/yr -12.7%2.6% conv.
door bells47K/yr -15.7%2.8% conv.
wireless door bell43K/yr -19.6%5.3% conv.
battery doorbell30K/yr -11.6%4.3% conv.
tecknet wireless doorbell25K/yr -15.5%10.1% conv.

All search terms

Top doorbell 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

SECRUI Wireless Doorbell Plug in Waterproof Battery Operated Cordless Doorbell Operating at 1 000 Feet Long Range with 58 Chimes 5 Volume Levels LED Light Easy Install for Home School Office Black

SECRUI£11.464.5★13,983 rev

SECRUI Wireless Doorbell Plug in Waterproof Operating at 1 000 Feet Long Range Cordless Battery Operated Doorbell with 58 Chimes 5 Volume Levels LED Light Easy Install for Home School Office-White

SECRUI£10.684.6★10,247 rev

Wesstun Wireless Doorbell IP67 Waterproof Plug in Doorbell Kits Operating at The Range of 300m with 39 Loud Melodies 5 Levels Volume Adjust & LED Indicator Easy Install at Home & Apartment Black

wesstun£7.744.5★2,888 rev

TECKNET Wireless Doorbell Doorbell IP65 Waterproof Twin Wall Plug-in Cordless Door Chime Kit with 400m Range 60 Chimes 120dB Loud 5-Level Volume & Blue Light Plug in Door Entry Bell

TECKNET£14.874.6★23,745 rev

FineLuck 1080P WiFi Video Doorbell Camera Wireless AI Human Detection 2-Way Talk 2.4G Wi-Fi Battery Powered Cloud Storage Indoor Outdoor Surveillance (With Receiver)

FineLuck£11.193.8★795 rev

Newest

by launch date

FineLuck 1080P WiFi Video Doorbell Camera Wireless AI Human Detection 2-Way Talk 2.4G Wi-Fi Battery Powered Cloud Storage Indoor Outdoor Surveillance (With Receiver)

FineLuck£11.19795 rev

9mo ago

Smartwares Wireless doorbell Set - Portable Chime and Push Button - 300 m Range - 36 melodies - LED Ring - 85 dB - 4 Sound Level & Mute Function - White - PD-4922

Smartwares£6.90195 rev

10mo ago

TECKNET Wireless Doorbell IP65 Waterproof Plug in Doorbell with Battery Operated Push Button Door Bells Wireless Cordless Door Chime Kit up to 400m Long Range 60 Chimes and Blue LED Flash(White)

TECKNET£11.314,138 rev

10mo ago

Vexloria Wireless Doorbell with Receiver 150M Long Range Door Bells Battery Operated Door Chime kit with 60 Melodies 4 Volume Levels LED Flash-White

Vexloria£12.26370 rev

12mo ago

Tapo D205 2K 3MP Battery Doorbell Wireless No Monthly Fee 160 FOV Ultra-Wide Video Doorbell Wireless 2 Way Audio TP-Link AI Detection 180 Days Battery IP54 APP Control Alexa/Google Home

Tapo£30.122,953 rev

12mo ago

What buyers say about doorbell

What buyers praise and complain about, mined from review topics.

What buyers love

Assembly/Installation18%

“EASY TO INSTALL”

Value For Money18%

“Amazing value”

Quality-Overall14%

“The build quality feels solid”

Ease Of Use5%

“Easy to Use”

Advertised Vs Actual Product5%

“As described”

Camera Quality4%

“Camera quality great”

Battery Life4%

“Battery lasts AGES”

Noise Level4%

“Very good,nice and loud”

Efficiency4%

“it works flawlessly”

Size-Overall4%

“The size is great”

What buyers complain about

Durability13%

“Broke after a few months”

Connectivity-Overall9%

“Slow connection”

Battery Life9%

“Battery doesnt last long”

Functionality-Overall7%

“never worked”

Quality-Overall7%

“The quality is diabolical”

Noise Level7%

“Very loud”

Charging6%

“Didnt charge”

Value For Money4%

“Its average for the price”

Assembly/Installation3%

“not the easiest to set up”

Touch/Button Controls2%

“Push button not working properly”

Top return reasons

Connectivity-Overall22%

Functionality-Overall19%

Compatibility-Overall9%

Defective Material/Parts6%

Size-Overall6%

Charging5%

Quality-Overall3%

Noise Level3%

Range3%

Advertised Vs Actual Product2%

Common questions

Is doorbell profitable to sell on Amazon United Kingdom?: The niche generates £1.9M/yr across 27 tracked products. 3 of 4 products launched in the last 360 days are still selling. 90-day search growth is -11.8%. Flapen's verdict: Worth a look (56/100).
How competitive is the doorbell niche?: 11 brands and 35 sellers compete. The top 5 products take 52% of clicks and top 5 brands hold 83% of demand.
What do buyers complain about in doorbell?: Top complaints mined from reviews: Durability, Connectivity-Overall, Battery Life. The return rate is 1.6%.
When does demand for doorbell peak?: Demand peaks in Nov–Dec; the busiest month runs 1.7× the quietest.
What does it cost to enter the doorbell niche?: Listings span £6.90–£36.08; the average listing price is £13.22 (sweet spot $15–$100). The average incumbent carries 7,087 reviews — the moat a new listing must climb.