---
title: "Electric Fire and Surround — £349K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/diy-tools/electric-fire-and-surround"
last_updated: "2026-07-31T09:20:27.820Z"
locale: en
meta:
description: "Niche score 50/100 · £349K/yr market · 672K searches/yr · £247.53 avg price. Weak search conversion (0.2%) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 50/100 · £349K/yr market · 672K searches/yr · £247.53 avg price. Weak search conversion (0.2%) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Electric Fire and Surround — £349K/yr Amazon UK Niche (2026) - Flapen"
---
# **electric fire and surround**
**Worth a look**
Shows a fragmented shelf (top 5 take 21% of clicks), but weak search conversion (0.2%) keeps it on the watch list.
Market size 53Growth 5Conversion 3Competition 94Returns 84Price range 5Avg price 39Brand share 75Review moat 92Quality gap 38
**Competition**
**Great****21%**
top-5 click share — an open shelf
**Review moat**
**Great****163.62**
avg incumbent reviews — the moat a new listing must climb
**Returns**
**Great****1.5%**
return rate — above 5% kills the launch gate
**Brand share**
**Great****60%**
top-5 brand share — no brand owns this niche
**Market size**
**Good****£349K**
£349K/yr · 672K searches
**Avg price**
**Okay****£247.53**
avg listing price — sweet spot $15–$100
**Quality gap**
**Okay****4.5★**
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–£1247.59**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Conversion**
**Bad****0.2%**
search→purchase rate — share of searches ending in a sale
**Signals**[** High Price**](https://flapen.com/research/niches?market=uk&signal=high_price "Avg price > $50")
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 ~~](https://flapen.com/research/methodology)
## **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.
35K25KSpike '24Holiday '24Prime Day '25Spike '25 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Feb, Oct, Nov · busiest ÷ quietest = 3.7×
[**Open Trend **](https://flapen.com/research/uk/diy-tools/electric-fire-and-surround/trend)
## **Top electric fire and surround search terms**
- **electric fire and surround**167K/yr-30.4%0.1% conv. - **fireplace surrounds**89K/yr-20.4%0.1% conv. - **fire surround**86K/yr-50.7%0.2% conv. - **fireplace tv unit**69K/yr-48.1%0.0% conv. - **fire surround with electric fire suite**32K/yr-41.2%0.1% conv. - **media wall fire**31K/yr-50.6%0.6% conv. - **electric fireplace with surround**42K/yr-53.0%0.1% conv. - **fire surrounds**35K/yr-49.4%0.0% conv. - **fireplaces and surrounds**8K/yr+14.4%0.0% conv. - **electric fireplace tv stand**15K/yr-50.8%0.1% conv. [**All search terms **](https://flapen.com/research/uk/diy-tools/electric-fire-and-surround/search-terms)
## **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.
0%2%£7K4%£14K6%£21K8%£28K1101001K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**URBNLIVING Fireplace Wooden Surround Storage Classic Chic Decoration for Lounge Living Room Sitting Room (White)**URBNLIVING**£48.03**4.6★201 rev](https://www.amazon.co.uk/dp/B0C6V1M4Q2) [2**Warmlite Ealing Electric Fireplace Suite with Adjustable Thermostat Control 2 Heat Settings 1800W White WL45037W**Warmlite**£146.88**4.3★402 rev](https://www.amazon.co.uk/dp/B07YT1VQSV) [3**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**£242.49**4.4★157 rev](https://www.amazon.co.uk/dp/B098NX8GYZ) [4**INMOZATA Electric Fire and Surround 50 inch White Electric Fireplace Freestanding Electric Fire Stove Suite Heater with Surround for TV Stand Home Decoration**INMOZATA**£236.37**4.3★154 rev](https://www.amazon.co.uk/dp/B09BQMNLMS) [5**Freestanding Electric Fireplace Suite White Electric Fire and Surround 39 Inch Electric Fireplace Realistic Flame Effect 2kw Heater**GLOW MASTER UK**£162.01**5.0★2 rev](https://www.amazon.co.uk/dp/B0CNY4626Q)
**~~View all top sellers →~~**
### **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**£228.46**39 rev9mo ago](https://www.amazon.co.uk/dp/B0FR9HHF5H) [**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**£209.89**461 rev1y ago](https://www.amazon.co.uk/dp/B0FJ5698SN) [**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**£280.35**39 rev1y ago](https://www.amazon.co.uk/dp/B0FD2ZN8MQ) [**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**£178.26**127 rev1y ago](https://www.amazon.co.uk/dp/B0BG9J9HVB) [**FLAMEKO 43 Freestanding Mantel Surround**FLAMEKO**£106.98**106 rev1y ago](https://www.amazon.co.uk/dp/B0DGHZCF2Y)
**~~View all new products →~~**
### **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**£192.46**4.3★**▲ 338%**](https://www.amazon.co.uk/dp/B09BQLVR74) [**Freestanding Electric Fireplace Suite White Electric Fire and Surround 39 Inch Electric Fireplace Realistic Flame Effect 2kw Heater**GLOW MASTER UK**£162.01**5.0★**▲ 247%**](https://www.amazon.co.uk/dp/B0CNY4626Q) [**FLAMME 43 Freestanding Electric Fireplace Suite Lipson Rustic Light Oak**FLAMME**£290.17**4.3★**▲ 226%**](https://www.amazon.co.uk/dp/B0BVGF6CZ4) [**FLAMME 48 Freestanding Electric Fireplace Suite Beaumont White**FLAMME**£324.70**4.6★**▲ 135%**](https://www.amazon.co.uk/dp/B0C1KLSYC4) [**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**£280.35**4.5★**▲ 121%**](https://www.amazon.co.uk/dp/B0FD2ZN8MQ)
**~~View all trending →~~**
## **What buyers say about electric fire and surround**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Fire Resistance**16%
*“Free standing fire”*
**Value For Money**16%
*“Good for the price”*
**Assembly/Installation**13%
*“Easy to install”*
**Quality-Overall**12%
*“Good quality cabinet”*
**Instructions/User Manual/Troubleshooting**3%
*“Very clear instructions”*
**Strength**3%
*“Very sturdy”*
**Heating**3%
*“Also heats up my living room nice”*
**Advertised Vs Actual Product**3%
*“As advertised”*
**Size-Overall**3%
*“fitted perfect”*
**Design-Overall**3%
*“looks beautiful”*
### **What buyers complain about **
**Assembly/Installation**11%
*“cannot find anyone to install it”*
**Quality-Overall**7%
*“Average Quality”*
**Value For Money**6%
*“it went down in price”*
**Noise Level**6%
*“The noise is a little rubbish”*
**Remote Control**5%
*“Remote did not operate”*
**Size-Overall**4%
*“Larger than I expected”*
**Color**4%
*“Not best colour match”*
**Flammable**4%
*“however the flame effect just isnt very realistic”*
**Weight Heavy**3%
*“It is a heavy item”*
**Durability**3%
*“Broken after 4 weeks being used”*
### **Top return reasons **
**Size-Overall**37%
**Defective Material/Parts**10%
**Functionality-Overall**5%
**Quality-Overall**5%
**Assembly/Installation**4%
**Compatibility-Overall**4%
**Color**4%
**Advertised Vs Actual Product**3%
**Noise Level**3%
**Wood Quality**3%
## **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.
## **Related niches in DIY & Tools**
- 68 [**cardboard cutter**](https://flapen.com/research/uk/diy-tools/cardboard-cutter)£343K/yr+30.6%**Worth a look**- 68 [**door canopy**](https://flapen.com/research/uk/diy-tools/door-canopy)£202K/yr+187.7%**Worth a look**- 68 [**fence post repair**](https://flapen.com/research/uk/diy-tools/fence-post-repair)£359K/yr-8.2%**Worth a look**- 68 [**cat window guard**](https://flapen.com/research/uk/diy-tools/cat-window-guard)£98K/yr+413.1%**Worth a look**- 68 [**sun shade**](https://flapen.com/research/uk/diy-tools/sun-shade)£202K/yr+187.7%**Worth a look**- 69 [**brass hose connector**](https://flapen.com/research/uk/diy-tools/brass-hose-connector)£66K/yr+122.8%**Worth a look**[**All DIY & Tools niches **](https://flapen.com/research/uk/diy-tools)