fire logs
Worth a lookShows low returns (0.1%), but soft demand (-26.8% this quarter) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Quality gap
Great4.2★avg incumbent rating — lower means beatable quality
Avg price
Great£16.71avg listing price — sweet spot $15–$100
Conversion
Great7.7%search→purchase rate — share of searches ending in a sale
Review moat
Good525.06avg incumbent reviews — the moat a new listing must climb
Price range
Good£5.71–£25.45cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Okay79%top-5 brand share — brands hold most of the demand
Competition
Okay64%top-5 click share — leaders hold, buyers still browse
Market size
Okay£147K£147K/yr · 115K searches
Growth
Bad-26.8%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, fire logs is a £147K/yr Amazon United Kingdom market (115K searches/yr). The top 5 brands hold 79% of demand. Demand peaks in Jan–Nov. Verdict: Worth a look — 52/100.
Data updated Jul 22, 2026 · scored weekly · How we score niches
fire logs market data
- Units sold / yr
- 8K–10K
- avg 250–500/product
- Revenue / yr
- £134K–£167K
- units × avg price
- Conversion rate
- 7.7%
- Avg BSR
- #41
- Page quality
- 0%
- Prime
- 33%
- Sponsored
- 61%
- Out of stock
- 8.8%
- Avg brand age
- 59 months
- Avg seller age
- 185 days
Competition & brand share
The top 5 products take 64% of clicks — established leaders, but buyers still shop beyond them.Brands
14 flat
Sellers
30
Top-5 brand share
79%
Top 20: 100%
Top-5 click share
64%
Top 20: 100%
Open market
16%
- KasaBona22%
- Flamefast Firelogs17%
- PERFECTONISH15%
- Dihl15%
- Flamefast11%
- GardenCo5%
- Open — no brand owns it (8 brands, 16%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -26.8% search growth over the last 90 days.Peak months: Jan, Nov · busiest ÷ quietest = 2.5×
Top fire logs search terms
- smokeless fire logs34K/yr
- fire logs instant long burning26K/yr
- smokeless logs9K/yr
- smokeless logs for fire pit5K/yr
- instant fire logs8K/yr
- firelog7K/yr
- firelogs13K/yr
- firelogs for wood burners5K/yr
- instant light fire logs4K/yr
- fire starter logs3K/yr
Top fire logs 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 18 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Flamefast Smokeless Instant Lighting Firelog Open Garden Chimineas 2hrs Burn Enviromentally Frienly Fire Individually Wrapped Case of 6 Logs & KasaBona Safety Matches
KasaBona£14.344.5★370 rev
MDL Instant Light Smokeless Fire Logs - Case of 12 Logs
Flamefast Firelogs£21.994.5★3,979 rev
Flamefast Smokeless Instant Lighting Open Fire Garden Chimineas 2hrs Burn Enviromentally Frienly Fire Logs Individually Wrapped Case of 12 Logs White
Flamefast£21.594.3★1,400 rev
Perfectonish Eco Friendly Instant Lighting Flamefast Smokeless Fire Logs For Open Fire Stove Garden Chimineas - Fire Log for Indoor & Outdoor Use with Saftely Match Box (5 Logs)
PERFECTONISH£14.324.4★110 rev
Dihl Pack of 2 Smokeless Instant Lighting Fire Logs 2 Hour Burn per Brick. 2 Individually Wrapped Firelighters for Garden Chimineas Open Fire Wood Burning Stoves. Environmentally Friendly
Dihl£6.754.4★7 rev
Newest
by launch date
JM Bower Wood for Log Burner & BBQ (approx 15kg) Premium Hardwood Firewood Logs for Fast Ignition & Long Burning | Ready to Burn Fire Logs for Log Burners Fireplaces & BBQs | Low Smoke UK-Grown
JM Bower Timber Products£17.2431 rev
Instant Light Easilite Fire Logs - Pack of 10 Easy Lighting Wood FireLogs. Burns Approx. up to 2 Hours. Perfect for Open Fires Fire Pits Wood Stoves and Chimineas
Topline£17.5863 rev
Dihl Pack of 2 Smokeless Instant Lighting Fire Logs 2 Hour Burn per Brick. 2 Individually Wrapped Firelighters for Garden Chimineas Open Fire Wood Burning Stoves. Environmentally Friendly
Dihl£6.757 rev
Dihl Pack of 5 Smokeless Instant Lighting Fire Logs 2 Hour Burn per Brick. 5 Individually Wrapped Firelighters for Garden Chimineas Open Fire Wood Burning Stoves. Environmentally Friendly
Dihl£11.1028 rev
Dihl Pack of 10 Smokeless Instant Lighting Fire Logs 2 Hour Burn per Brick. 10 Individually Wrapped Firelighters for Garden Chimineas Open Fire Wood Burning Stoves. Environmentally Friendly
Dihl£17.7230 rev
Trending
90-day click momentumJM Bower Wood for Log Burner & BBQ (approx 15kg) Premium Hardwood Firewood Logs for Fast Ignition & Long Burning | Ready to Burn Fire Logs for Log Burners Fireplaces & BBQs | Low Smoke UK-Grown
JM Bower Timber Products£17.244.6★
Dihl Pack of 2 Smokeless Instant Lighting Fire Logs 2 Hour Burn per Brick. 2 Individually Wrapped Firelighters for Garden Chimineas Open Fire Wood Burning Stoves. Environmentally Friendly
Dihl£6.754.4★
Alderline Premium Kiln Dried Birch Hardwood Logs 20kg - Ready to Burn Certified Firewood Smokeless fire logs for wood burners Stoves Fire Pits
Alderline£21.944.4★
Perfectonish Eco Friendly Instant Lighting Smokeless Flamefast Fire Logs For Open Fire Stove Garden Chimineas - Fire Log for Indoor & Outdoor Use with Saftely Match Box (1 Log)
PERFECTONISH£5.714.4★
Perfectonish Eco Friendly Instant Lighting Flamefast Smokeless Fire Logs For Open Fire Stove Garden Chimineas - Fire Log for Indoor & Outdoor Use with Saftely Match Box (5 Logs)
PERFECTONISH£14.324.4★
What buyers say about fire logs
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent product”
“Worth the money”
“Ease of use”
“Exactly what we needed”
“They give good heat”
“Great for fires to keep going again like a”
“It also feels like a cleaner”
“as for time they last”
“good wood burners with high”
“Keep dry and out of damp air”
What buyers complain about
“Also give off very little heat”
“Absolutely rubbish”
“CERTAINLY DOES NOT COMPLY TO DESCRIPTION”
“messy to unpack due to product breaking down in transit; the bits of wood get everywhere when you unpack the box”
“Not worth buying”
“Dont last 2 hours”
“I don't find they burn well”
“Not easy to use”
“Very smokey”
“This package is heavy”
Top return reasons
Common questions
- Is fire logs profitable to sell on Amazon United Kingdom?
- The niche generates £147K/yr across 18 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -26.8%. Flapen's verdict: Worth a look (52/100).
- How competitive is the fire logs niche?
- 14 brands and 30 sellers compete. The top 5 products take 64% of clicks and top 5 brands hold 79% of demand.
- What do buyers complain about in fire logs?
- Top complaints mined from reviews: Heating, Quality-Overall, Advertised Vs Actual Product. The return rate is 0.1%.
- When does demand for fire logs peak?
- Demand peaks in Jan–Nov; the busiest month runs 2.5× the quietest.
- What does it cost to enter the fire logs niche?
- Listings span £5.71–£25.45; the average listing price is £16.71 (sweet spot $15–$100). The average incumbent carries 525 reviews — the moat a new listing must climb.