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Electric Fire and Surround

Maybe

The top 5 products take only 21% of clicks. But buyers convert on only 0.2% of searches, so Electric Fire and Surround is a Maybe.

Flapen Score
50
50 / 100
Top 43% of 2,225 DIY & Tools niches · +1 vs the category median of 49
Market size
£349K/yr672K searches / yr
90-day growth
-39.8%search demand this quarter
Competition
21%top-5 click share · 25 brands · 36 sellers

Flapen Score

Electric Fire and Surround against its category

The dotted line is the DIY & Tools average. Past it, Electric Fire and Surround is stronger. Inside it, weaker.

50Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Electric Fire and Surround market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Electric Fire and Surround 672K times last year and spent an estimated £349K. The top 5 brands take 60% of clicks. Demand peaks in Jan–Feb–Oct–Nov. Flapen scores it 50 out of 100, a Maybe.

01 · Demand

0.2% of searches ended in a purchase last week.

Shoppers searched for this 672K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 0.2% of those searches ended in a purchase. Searches in the last 90 days moved -39.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £349K a year.

Searches, last 12 months
672K
Growth, 90 days vs prior 90
-39.8%
Conversion, latest week
0.2%
Market size, estimated
£349Ka year
Peak month
November3.7× the quietest month
Top search term
electric fire and surround167K searches a year

02 · Price

A sale here is worth £247.53.

Listings sell for £247.53 on average, from £45.13 to £1247.59. Amazon reports units sold in ranges. This niche sold 1K to 2K a year. The average listing sells 0 to 100 of them. At £247.53 that is £0 to £25K a year per listing.

Average price
£247.53above the $15 to $100 sweet spot
Price range
£45.13–£1247.59
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
1K–2K
Units per listing a year
0–100
Revenue per listing a year
£0–£25K
Returns
1.5%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

86% of listings pay for placement with sponsored ads. 40% ship with Prime. On an average day, 30.8% of listings are out of stock. The average listing ranks #121 within Fireplaces, Stoves & Accessories. It carries 164 reviews at 4.52 stars, so a new listing needs social proof before a better product.

Sponsored listings
86%
Prime listings
40%
Out of stock, average day
30.8%
Average rank
#121in Fireplaces, Stoves & Accessories
Average rating
4.52 starsAmazon United Kingdom average 4.36 stars
Average reviews
164per listing
Listings tracked
94

04 · Newcomers

Amazon counts 3 of last year's 15 launches as successful.

15 products launched here in the last 12 months. Amazon counts 3 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 46 months on average, so the names here are settling in.

Launched, last 12 months
15
Successful launches
3Amazon's first-year sales bar
Average brand age
46 months

Products

Top Electric Fire and Surround products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take only 21% of clicks. An open shelf where new products get seen.

£0£7K£14K£21K£28K1101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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

Electric Fire and Surround search demand

Weekly searches over the year, seasonality beneath. Pick a range.

35K25KSpike '24Holiday '24Prime Day '25Spike '25SepDecMarJunAugNovMarMay

Peak months: Jan, Feb, Oct, Nov · busiest ÷ quietest = 3.7×

Search terms

Top Electric Fire and Surround search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • 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

Reviews and returns

What reviews say buyers love and hate about Electric Fire and Surround

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Assembly/Installation11%+0.82

cannot find anyone to install it

Self assemble was difficult

with no assemble instructions

Quality-Overall7%−0.06

Average Quality

Just no quality control before shipping

Cheaply made

Value For Money6%+1.26

it went down in price

I think its over priced

I wouldnt recommend buying it here at this price

Noise Level6%−0.01

The noise is a little rubbish

I would have loved this if it was quieter

It is a little noisy

Remote Control5%−0.02

Remote did not operate

Remote does not work

Remote control stopped working

Love

Fire Resistance16%+1.42

Free standing fire

Fantastic fire highly recommended

Very good fire

Value For Money16%+1.26

Good for the price

Excellent value

Excellent value for money

Assembly/Installation13%+0.82

Easy to install

Easy to set up

Really easy to assemble

Quality-Overall12%−0.06

Good quality cabinet

Its well made

Excellent product

Instructions/User Manual/Troubleshooting3%+0.33

Very clear instructions

Easy instructions

instructions easy to follow

Return

1.5% Return rate 56% Fixable by listing

Size-Overall37%▆▅▇▇█▅

Larger than I expected

its too small

not fitted yet

Defective Material/Parts10%▄█▅▃▃▇
Functionality-Overall5%█▂▂▄▄▂
Quality-Overall5%▁▁▅█▅▆

Average Quality

Just no quality control before shipping

Cheaply made

Assembly/Installation4%▁█▃▃▅▅

cannot find anyone to install it

Self assemble was difficult

with no assemble instructions

FAQ

Common Electric Fire and Surround questions

Answered from the same tracked data.