electric fire and surround
Worth a lookShows a fragmented shelf (top 5 take 21% of clicks), but weak search conversion (0.2%) keeps it on the watch list.
Competition
Great21%top-5 click share — an open shelf
Review moat
Great163.62avg incumbent reviews — the moat a new listing must climb
Returns
Great1.5%return rate — above 5% kills the launch gate
Brand share
Great60%top-5 brand share — no brand owns this niche
Market size
Good£349K£349K/yr · 672K searches
Avg price
Okay£247.53avg listing price — sweet spot $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Bad-39.8%90-day search growth — must beat 0% to launch
Price range
Bad£45.13–£1247.59cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Bad0.2%search→purchase rate — share of searches ending in a sale
According to Flapen's Amazon United Kingdom niche tracking, electric fire and surround is a £349K/yr Amazon United Kingdom market (672K searches/yr). The top 5 brands hold 60% of demand. Demand peaks in Jan–Feb–Oct–Nov. Verdict: Worth a look — 50/100.
Data updated Jul 22, 2026 · scored weekly · How we score niches
electric fire and surround market data
- Units sold / yr
- 1K–2K
- avg 0–100/product
- Revenue / yr
- £309K–£371K
- units × avg price
- Conversion rate
- 0.2%
- Avg BSR
- #121
- Page quality
- 0%
- Prime
- 40%
- Sponsored
- 86%
- Out of stock
- 30.8%
- Avg brand age
- 46 months
- Avg seller age
- 193 days
Competition & brand share
Clicks spread well past the top 5 (21% combined) — an open shelf where new products get seen.Brands
25 rising
Sellers
36
Top-5 brand share
60%
Top 20: 98%
Top-5 click share
21%
Top 20: 52%
Open market
35%
- FLAMEKO21%
- INMOZATA19%
- endeavour fires and fireplaces7%
- Adam7%
- URBNLIVING5%
- FLAMME5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -39.8% search growth over the last 90 days.Peak months: Jan, Feb, Oct, Nov · busiest ÷ quietest = 3.7×
Top electric fire and surround search terms
- electric fire and surround167K/yr
- fireplace surrounds89K/yr
- fire surround86K/yr
- fireplace tv unit69K/yr
- fire surround with electric fire suite32K/yr
- media wall fire31K/yr
- electric fireplace with surround42K/yr
- fire surrounds35K/yr
- fireplaces and surrounds8K/yr
- electric fireplace tv stand15K/yr
Top electric fire and surround 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
URBNLIVING Fireplace Wooden Surround Storage Classic Chic Decoration for Lounge Living Room Sitting Room (White)
URBNLIVING£48.034.6★201 rev
Warmlite Ealing Electric Fireplace Suite with Adjustable Thermostat Control 2 Heat Settings 1800W White WL45037W
Warmlite£146.884.3★402 rev
INMOZATA Electric Fire with Surround 50inch White Free Standing Electric Fireplace and Surround Heating Realistic Led Flame Effect 7 Color Setting Large Electric Fire Suite Heater with Remote
INMOZATA£242.494.4★157 rev
INMOZATA Electric Fire and Surround 50 inch White Electric Fireplace Freestanding Electric Fire Stove Suite Heater with Surround for TV Stand Home Decoration
INMOZATA£236.374.3★154 rev
Freestanding Electric Fireplace Suite White Electric Fire and Surround 39 Inch Electric Fireplace Realistic Flame Effect 2kw Heater
GLOW MASTER UK£162.015.0★2 rev
Newest
by launch date
M.C.Haus 157cmW TV Stand 23 Electric Fireplace Modern Entertainment Centre with Realistic 3D Flame Effect Overheat Protection & Remote Control Wooden Console Table for Living Room
M.C.Haus£228.4639 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£209.89461 rev
INMOZATA Electric Fire Insert TV Stand 179cm Media Console Storage Table & 92cm Electric Fireplace with Remote Control 12 LED Backlight 12 Flame Colors Temperature Adjustable 900W&1800W-White
INMOZATA£280.3539 rev
Flameko 39 Electric Fireplace With Surround Modern Freestanding Electric Fire Suite Sahara White Controlled 750W-1500W Heater 3 LED Dimmable Flame Options and 13 Mood Light Options Remote Control
FLAMEKO£178.26127 rev
FLAMEKO 43 Freestanding Mantel Surround
FLAMEKO£106.98106 rev
Trending
90-day click momentum
INMOZATA Electric Fire and Surround 40 inch White Electric Fireplace Heating Free Standing Modern Realistic LED Flame Electric Fire Suite Stove Heater with Remote for TV Stand Home
INMOZATA£192.464.3★
Freestanding Electric Fireplace Suite White Electric Fire and Surround 39 Inch Electric Fireplace Realistic Flame Effect 2kw Heater
GLOW MASTER UK£162.015.0★
FLAMME 43 Freestanding Electric Fireplace Suite Lipson Rustic Light Oak
FLAMME£290.174.3★
FLAMME 48 Freestanding Electric Fireplace Suite Beaumont White
FLAMME£324.704.6★
INMOZATA Electric Fire Insert TV Stand 179cm Media Console Storage Table & 92cm Electric Fireplace with Remote Control 12 LED Backlight 12 Flame Colors Temperature Adjustable 900W&1800W-White
INMOZATA£280.354.5★
What buyers say about electric fire and surround
What buyers praise and complain about, mined from review topics.What buyers love
“Free standing fire”
“Good for the price”
“Easy to install”
“Good quality cabinet”
“Very clear instructions”
“Very sturdy”
“Also heats up my living room nice”
“As advertised”
“fitted perfect”
“looks beautiful”
What buyers complain about
“cannot find anyone to install it”
“Average Quality”
“it went down in price”
“The noise is a little rubbish”
“Remote did not operate”
“Larger than I expected”
“Not best colour match”
“however the flame effect just isnt very realistic”
“It is a heavy item”
“Broken after 4 weeks being used”
Top return reasons
Common questions
- Is electric fire and surround profitable to sell on Amazon United Kingdom?
- The niche generates £349K/yr across 94 tracked products. 3 of 15 products launched in the last 360 days are still selling. 90-day search growth is -39.8%. Flapen's verdict: Worth a look (50/100).
- How competitive is the electric fire and surround niche?
- 25 brands and 36 sellers compete. The top 5 products take 21% of clicks and top 5 brands hold 60% of demand.
- What do buyers complain about in electric fire and surround?
- Top complaints mined from reviews: Assembly/Installation, Quality-Overall, Value For Money. The return rate is 1.5%.
- When does demand for electric fire and surround peak?
- Demand peaks in Jan–Feb–Oct–Nov; the busiest month runs 3.7× the quietest.
- What does it cost to enter the electric fire and surround niche?
- Listings span £45.13–£1247.59; the average listing price is £247.53 (sweet spot $15–$100). The average incumbent carries 164 reviews — the moat a new listing must climb.