Is electric fire profitable to sell on Amazon United Kingdom?

The niche generates £1.2M/yr across 79 tracked products. 3 of 12 products launched in the last 360 days are still selling. 90-day search growth is -48.4%. Flapen's verdict: Skip it (48/100).

How competitive is the electric fire niche?

26 brands and 40 sellers compete. The top 5 products take 26% of clicks and top 5 brands hold 68% of demand.

What do buyers complain about in electric fire?

Top complaints mined from reviews: Noise Level, Size-Overall, Durability. The return rate is 3.0%.

When does demand for electric fire peak?

Demand peaks in Jan–Sep–Oct–Nov–Dec; the busiest month runs 5.0× the quietest.

What does it cost to enter the electric fire niche?

Listings span £20.11–£1247.59; the average listing price is £171.61 (sweet spot $15–$100). The average incumbent carries 396 reviews — the moat a new listing must climb.

electric fire

Skip it

Soft demand (-48.4% this quarter) — this niche doesn't clear our bar today.

Competition

Great26%

top-5 click share — an open shelf

Market size

Great£1.2M

£1.2M/yr · 2.2M searches

Review moat

Great395.62

avg incumbent reviews — the moat a new listing must climb

Brand share

Good68%

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

Avg price

Good£171.61

avg listing price — sweet spot $15–$100

Returns

Good3.0%

return rate — above 5% kills the launch gate

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Price range

Bad£20.11–£1247.59

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

Conversion

Bad0.3%

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

Growth

Bad-48.4%

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

Signals High Price

According to Flapen's Amazon United Kingdom niche tracking, electric fire is a £1.2M/yr Amazon United Kingdom market (2.2M searches/yr). The top 5 brands hold 68% of demand. Demand peaks in Jan–Sep–Oct–Nov–Dec. Verdict: Skip it — 48/100.

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

electric fire market data

Units sold / yr: 8K–10K; avg 0–100/product
Revenue / yr: £1.4M–£1.7M; units × avg price
Conversion rate: 0.3%
Avg BSR: #59
Page quality: 0%
Prime: 61%
Sponsored: 77%
Out of stock: 32.6%
Avg brand age: 44 months
Avg seller age: 180 days

Competition & brand share

Clicks spread well past the top 5 (26% combined) — an open shelf where new products get seen.

Brands

26 falling

Sellers

Top-5 brand share

68%

Top 20: 97%

Top-5 click share

26%

Top 20: 61%

Open market

27%

INMOZATA25%
FLAMEKO20%
Warmlite8%
Dimplex8%
NETTA6%
Valine Fires5%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -48.4% search growth over the last 90 days.

Peak months: Jan, Sep, Oct, Nov, Dec · busiest ÷ quietest = 5.0×

Open Trend

Top electric fire search terms

electric fire574K/yr -53.7%0.3% conv.
electric fireplace315K/yr -51.2%0.2% conv.
fireplace256K/yr -40.6%0.1% conv.
electric fires158K/yr -49.6%0.1% conv.
fire places electric fireplace98K/yr -41.1%0.1% conv.
media wall fireplace83K/yr -42.1%0.5% conv.
electric fires for living room34K/yr +40.9%0.2% conv.
fire place69K/yr -31.5%0.1% conv.
electric fires free standing130K/yr -72.3%0.4% conv.
electric log burner77K/yr -40.9%0.3% conv.

All search terms

Top electric fire 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

INMOZATA Electric Fire Wall Mounted/Recessed/Freestanding 102cm Electric Fireplace with Remote & Touch Screen Control 12 LED Color Flame Effect 2 Heat Settings 900W&1800W Crystal & Log Set

INMOZATA£127.054.6★461 rev

INMOZATA 3 IN 1 Electric Fire 152cm/60 Wall Mounted/Recessed/Freestanding Electric Fireplace with Remote & Touch Screen Control 12 LED Color Flame Effect 2 Heat Power 900W&1800W Crystal & Log Set

INMOZATA£209.894.6★461 rev

FLAMEKO 40 Wall Mounted Electric Fireplace Dilton Black

FLAMEKO£135.054.6★413 rev

FLAMEKO Atacama 32/82cm Wall Mounted Fireplace All-in-One with Downlights and Remote Control 1.8kW Heater in White

FLAMEKO£154.464.6★180 rev

INMOZATA Electric Fire Stove Heater with Realistic LED Log Fire Flame Effect Adjustable Thermostat Flame Dimmer Overheat Protection 1800W

INMOZATA£100.234.5★336 rev

Newest

by launch date

Valine Fires Recessed Electric Freestanding Fireplace UltraSlim Heater 42/106cm Wall-Mounted Fireplace for Media Wall Electric Fire with 15 LED Flame Colours Wifi/Alexa Remote Control 900W/1800W

Valine Fires£128.9560 rev

4mo ago

INMOZATA 3 IN 1 Electric Fire 152cm/60 Wall Mounted/Recessed/Freestanding Electric Fireplace with Remote & Touch Screen Control 12 LED Color Flame Effect 2 Heat Power 900W&1800W Crystal & Log Set

INMOZATA£209.89461 rev

1y ago

MONZANA Electric Heater 2KW Freestanding Stove with LED Flame Effect Portable Fan Heater for Home Fireplace Style 1000W/2000W Fire Place Adjustable Power Efficient Heating Solution | Black

Monzana£54.09920 rev

1y ago

Silonn Electric Fireplace Heater 4777 BTU Portable Fireplace with App & Remote 24/60cm Electric Corner Fireplace Low Noise with 5 Brightness Levels Temp Control & Timer for Living Room Bedroom

Silonn£123.22440 rev

2y ago

M.C.Haus Wall-Mounted Electric Fireplace with 12 Flame Colors & 3 Brightness Levels | Timer Function & Overheat Protection | Modern LED Heating Fireplace(32in WIFI)

M.C.Haus£168.5394 rev

2y ago

What buyers say about electric fire

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

What buyers love

Fire Resistance20%

“Very good fire”

Value For Money17%

“Excellent value”

Heating10%

“Heats up quickly”

Quality-Overall8%

“Reliable brand,”

Assembly/Installation7%

“Easy to install”

Size-Overall5%

“Perfect size”

Brightness/Shine/Glow3%

“nice glow”

Design-Overall3%

“looks beautiful”

Remote Control2%

“Easy to use with remote control”

Advertised Vs Actual Product2%

“As advertised”

What buyers complain about

Noise Level14%

“quite noisy”

Size-Overall7%

“Small in size”

Durability6%

“it will break at some stage”

Quality-Overall5%

“Not best quality”

Value For Money5%

“Costly”

Assembly/Installation5%

“with no assemble instructions”

Advertised Vs Actual Product5%

“Misleading picture”

Heating4%

“Very tiny, poor heat output - disappointing teally”

Remote Control4%

“Remote does not work”

Flammable3%

“Poor fire”

Top return reasons

Size-Overall37%

Functionality-Overall10%

Noise Level8%

Defective Material/Parts7%