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Fire Cement

Fail

Demand is soft, at -41.6% this quarter, so Fire Cement is a Fail.

Flapen Score
43
43 / 100
Ranks 1,615 of 2,225 DIY & Tools niches · −6 vs the category median of 49
Market size
£106K/yr79K searches / yr
90-day growth
-41.6%search demand this quarter
Competition
65%top-5 click share · 8 brands · 61 sellers

Flapen Score

Fire Cement against its category

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

43Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Fire Cement market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Fire Cement 79K times last year and spent an estimated £106K. The top 5 brands take 92% of clicks. Demand peaks in Sep–Oct–Nov–Dec. Flapen scores it 43 out of 100, a Fail.

01 · Demand

16.7% of searches ended in a purchase last week.

Shoppers searched for this 79K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 16.7% of those searches ended in a purchase. Searches in the last 90 days moved -41.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £106K a year.

Searches, last 12 months
79K
Growth, 90 days vs prior 90
-41.6%
Conversion, latest week
16.7%
Market size, estimated
£106Ka year
Peak month
October4.3× the quietest month
Top search term
fire cement39K searches a year

02 · Price

A sale here is worth £8.04.

Listings sell for £8.04 on average, from £3.72 to £25.32. Amazon reports units sold in ranges. This niche sold 13K to 15K a year. The average listing sells 750 to 1,000 of them. At £8.04 that is £6K to £8K a year per listing.

Average price
£8.04under the $15 to $100 sweet spot
Price range
£3.72–£25.32
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
13K–15K
Units per listing a year
750–1,000
Revenue per listing a year
£6K–£8K
Returns
0.6%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

56% of listings pay for placement with sponsored ads. 81% ship with Prime. On an average day, 3.1% of listings are out of stock. The average listing ranks #541 within Building Supplies. It carries 871 reviews at 4.43 stars, so a new listing needs social proof before a better product.

Sponsored listings
56%
Prime listings
81%
Out of stock, average day
3.1%
Average rank
#541in Building Supplies
Average rating
4.43 starsAmazon United Kingdom average 4.36 stars
Average reviews
871per listing
Listings tracked
16

04 · Newcomers

Amazon counts 0 of last year's 1 launches as successful.

1 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 71 months on average, so the names here are established.

Launched, last 12 months
1
Successful launches
0Amazon's first-year sales bar
Average brand age
71 months

Products

Top Fire Cement 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 65% of clicks. Leaders hold, but buyers still shop past them.

£0£11K£21K£32K£42K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

8 falling

Sellers

61

Top-5 brand share

92%

Top 20: 100%

Top-5 click share

65%

Top 20: 100%

Open market

3%

  • VITCAS50%
  • Bostik21%
  • OB18%
  • professional soma fix7%
  • Sika6%
  • Decorator's Friend5%
  • Open — no brand owns it (2 brands, 3%)

Demand

Fire Cement search demand

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

3K2KSpike '24Spike '25SepDecMarJunAugNovMarMay

Peak months: Sep, Oct, Nov, Dec · busiest ÷ quietest = 4.3×

Search terms

Top Fire Cement search terms shoppers use

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

  • fire cement39K/yr
  • fire cement for wood burning stove20K/yr
  • vitcas fire cement5K/yr
  • fire clay3K/yr
  • black fire cement7K/yr
  • fire cement black5K/yr

Reviews and returns

What reviews say buyers love and hate about Fire Cement

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

Complain

Color19%−0.13

After 3 months it went grey and fell out

turns grey/white over time

The colour changed

Durability15%−0.12

Becomes brittle and bits fallen off after 1 year

Cracks every time

Literally after a month just cracked

Adhesion/Stickiness8%−0.01

Poor adhesion and colour

It's adhesiveness to most surfaces is poor, requiring persistence

Not proper sticky glue I'm not happy

Functionality-Overall7%−0.06

Didn't work

As per other reviews Nozzle fails before being able to finish the job

didn't work

Moist/Dry6%−0.02

Quite dry to work with

Found item to be really dry

Love

Ease Of Use26%+1.48

simple to put on

Easy to use

Easy to work with

Quality-Overall20%+1.07

Excellent product

Good quality stuff

it is very good

Advertised Vs Actual Product19%+0.88

Does what it says on the box

Does the job

Works as described

Efficiency6%+0.28

WORKS WELL

Works well

Works perfectly

Value For Money6%+0.37

Value for money

good value

Value

Return

0.6% Return rate 47% Fixable by listing

Size-Overall16%█▇▂▃▁▁
Leak-Proof15%▁▇▃▆█▁
Color14%▁▃▂▄█▁

After 3 months it went grey and fell out

turns grey/white over time

The colour changed

Advertised Vs Actual Product10%▁▁▃▃▁█

Doesn't do what it says

Defective Material/Parts7%▁▁▅▁▁█

FAQ

Common Fire Cement questions

Answered from the same tracked data.