---
title: "Electric Fire — £1.2M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/diy-tools/electric-fire"
last_updated: "2026-07-31T07:58:15.203Z"
locale: en
meta:
description: "Niche score 48/100 · £1.2M/yr market · 2.2M searches/yr · £171.61 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 48/100 · £1.2M/yr market · 2.2M searches/yr · £171.61 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Electric Fire — £1.2M/yr Amazon UK Niche (2026) - Flapen"
---
# **electric fire**
**Skip it**
Soft demand (-48.4% this quarter) — this niche doesn't clear our bar today.
Market size 80Growth 1Conversion 4Competition 89Returns 50Price range 7Avg price 51Brand share 62Review moat 80Quality gap 40
**Competition**
**Great****26%**
top-5 click share — an open shelf
**Market size**
**Great****£1.2M**
£1.2M/yr · 2.2M searches
**Review moat**
**Great****395.62**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Good****68%**
top-5 brand share — brands hold most of the demand
**Avg price**
**Good****£171.61**
avg listing price — sweet spot $15–$100
**Returns**
**Good****3.0%**
return rate — above 5% kills the launch gate
**Quality gap**
**Okay****4.5★**
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**
**Bad****0.3%**
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**](https://flapen.com/research/niches?market=uk&signal=high_price "Avg price > $50")
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 ~~](https://flapen.com/research/methodology)
## **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**
**40**
**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.
125K75KSpike '24Black Friday '24Prime Day '25Spike '25Black Friday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Sep, Oct, Nov, Dec · busiest ÷ quietest = 5.0×
[**Open Trend **](https://flapen.com/research/uk/diy-tools/electric-fire/trend)
## **Top electric fire search terms**
- **electric fire**574K/yr-53.7%0.3% conv. - **electric fireplace**315K/yr-51.2%0.2% conv. - **fireplace**256K/yr-40.6%0.1% conv. - **electric fires**158K/yr-49.6%0.1% conv. - **fire places electric fireplace**98K/yr-41.1%0.1% conv. - **media wall fireplace**83K/yr-42.1%0.5% conv. - **electric fires for living room**34K/yr+40.9%0.2% conv. - **fire place**69K/yr-31.5%0.1% conv. - **electric fires free standing**130K/yr-72.3%0.4% conv. - **electric log burner**77K/yr-40.9%0.3% conv. [**All search terms **](https://flapen.com/research/uk/diy-tools/electric-fire/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.
0%2%£23K4%£46K6%£69K8%£92K101001K10K 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**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**£127.05**4.6★461 rev](https://www.amazon.co.uk/dp/B0BC1KJKPF) [2**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**4.6★461 rev](https://www.amazon.co.uk/dp/B0FJ5698SN) [3**FLAMEKO 40 Wall Mounted Electric Fireplace Dilton Black**FLAMEKO**£135.05**4.6★413 rev](https://www.amazon.co.uk/dp/B0BKT61ZSQ) [4**FLAMEKO Atacama 32/82cm Wall Mounted Fireplace All-in-One with Downlights and Remote Control 1.8kW Heater in White**FLAMEKO**£154.46**4.6★180 rev](https://www.amazon.co.uk/dp/B0CCVPKNJX) [5**INMOZATA Electric Fire Stove Heater with Realistic LED Log Fire Flame Effect Adjustable Thermostat Flame Dimmer Overheat Protection 1800W**INMOZATA**£100.23**4.5★336 rev](https://www.amazon.co.uk/dp/B09CYHJ8Z4)
**~~View all top sellers →~~**
### **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**£128.95**60 rev4mo ago](https://www.amazon.co.uk/dp/B0GQ3VTSWF) [**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) [**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**£54.09**920 rev1y ago](https://www.amazon.co.uk/dp/B01M137YNG) [**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**£123.22**440 rev2y ago](https://www.amazon.co.uk/dp/B0D738KCWG) [**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**£168.53**94 rev2y ago](https://www.amazon.co.uk/dp/B0DX1RYWKY)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Electric Stove Heater 2000W Electric Fireplace with Indoor Log/Wood Burner Effect Modern Freestanding LED Flame Fireplave Stoves Adjustable Thermostat (ADFE07 Fireplace Black)**Panana**£48.80**4.4★**▲ 579%**](https://www.amazon.co.uk/dp/B0CNY17HC7) [**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**£128.95**4.4★**▲ 543%**](https://www.amazon.co.uk/dp/B0GQ3VTSWF) [**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**£54.09**4.5★**▲ 286%**](https://www.amazon.co.uk/dp/B01M137YNG) [**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**4.6★**▲ 227%**](https://www.amazon.co.uk/dp/B0FJ5698SN) [**Electric Stove Heater 2000W Electric Fireplace with Indoor Log/Wood Burner Effect Modern Freestanding LED Flame Fireplave Stoves Adjustable Thermostat (ADFE07 Fireplace White)**Panana**£49.22**4.4★**▲ 189%**](https://www.amazon.co.uk/dp/B0CNXY2D8K)
**~~View all trending →~~**
## **What buyers say about electric fire**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Fire Resistance**20%
*“Very good fire”*
**Value For Money**17%
*“Excellent value”*
**Heating**10%
*“Heats up quickly”*
**Quality-Overall**8%
*“Reliable brand,”*
**Assembly/Installation**7%
*“Easy to install”*
**Size-Overall**5%
*“Perfect size”*
**Brightness/Shine/Glow**3%
*“nice glow”*
**Design-Overall**3%
*“looks beautiful”*
**Remote Control**2%
*“Easy to use with remote control”*
**Advertised Vs Actual Product**2%
*“As advertised”*
### **What buyers complain about **
**Noise Level**14%
*“quite noisy”*
**Size-Overall**7%
*“Small in size”*
**Durability**6%
*“it will break at some stage”*
**Quality-Overall**5%
*“Not best quality”*
**Value For Money**5%
*“Costly”*
**Assembly/Installation**5%
*“with no assemble instructions”*
**Advertised Vs Actual Product**5%
*“Misleading picture”*
**Heating**4%
*“Very tiny, poor heat output - disappointing teally”*
**Remote Control**4%
*“Remote does not work”*
**Flammable**3%
*“Poor fire”*
### **Top return reasons **
**Size-Overall**37%
**Functionality-Overall**10%
**Noise Level**8%
**Defective Material/Parts**7%
**Heating**4%
**Advertised Vs Actual Product**4%
**Quality-Overall**3%
**Flammable**3%
**Compatibility-Overall**3%
**Remote Control**2%
## **Common questions**
- **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.
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