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Home Security Systems

Fail

Buyers convert on only 0.7% of searches, so Home Security Systems 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
£251K/yr413K searches / yr
90-day growth
-11.7%search demand this quarter
Competition
58%top-5 click share · 11 brands · 41 sellers

Flapen Score

Home Security Systems against its category

The dotted line is the DIY & Tools average. Past it, Home Security Systems is stronger. Inside it, weaker.

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

Market

The Home Security Systems market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Home Security Systems 413K times last year and spent an estimated £251K. The top 5 brands take 85% of clicks. Demand peaks in Oct–Nov. Flapen scores it 43 out of 100, a Fail.

01 · Demand

0.7% of searches ended in a purchase last week.

Shoppers searched for this 413K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 0.7% of those searches ended in a purchase. Searches in the last 90 days moved -11.7% against the 90 days before. Searches, conversion and average price together put the market at an estimated £251K a year.

Searches, last 12 months
413K
Growth, 90 days vs prior 90
-11.7%
Conversion, latest week
0.7%
Market size, estimated
£251Ka year
Peak month
October2.0× the quietest month
Top search term
home security systems65K searches a year

02 · Price

A sale here is worth £86.86.

Listings sell for £86.86 on average, from £10.96 to £248.55. Amazon reports units sold in ranges. This niche sold 3K to 4K a year. The average listing sells 100 to 250 of them. At £86.86 that is £9K to £22K a year per listing.

Average price
£86.86inside the $15 to $100 sweet spot
Price range
£10.96–£248.55
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
3K–4K
Units per listing a year
100–250
Revenue per listing a year
£9K–£22K
Returns
3.4%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is ads.

91% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 7.2% of listings are out of stock. The average listing ranks #119 within Safety & Security. It carries 621 reviews at 4.16 stars, so a new listing needs social proof before a better product.

Sponsored listings
91%
Prime listings
100%
Out of stock, average day
7.2%
Average rank
#119in Safety & Security
Average rating
4.16 starsAmazon United Kingdom average 4.36 stars
Average reviews
621per listing
Listings tracked
23

04 · Newcomers

Amazon counts 0 of last year's 5 launches as successful.

5 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 46 months on average, so the names here are settling in.

Launched, last 12 months
5
Successful launches
0Amazon's first-year sales bar
Average brand age
46 months

Products

Top Home Security Systems 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 58% of clicks. Leaders hold, but buyers still shop past them.

£0£13K£25K£38K£50K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

11 falling

Sellers

41

Top-5 brand share

85%

Top 20: 100%

Top-5 click share

58%

Top 20: 97%

Open market

10%

  • Yale30%
  • X-Sense26%
  • XUK15%
  • LWOHSI9%
  • XNH6%
  • eufy Security5%
  • Open — no brand owns it (5 brands, 10%)

Demand

Home Security Systems search demand

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

23K18KSpike '24Black Friday '24Spike '25Prime Day '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Oct, Nov · busiest ÷ quietest = 2.0×

Search terms

Top Home Security Systems search terms shoppers use

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

  • home security systems65K/yr
  • home alarm systems41K/yr
  • alarm system35K/yr
  • yale alarm system31K/yr
  • house alarms security system30K/yr
  • house alarm28K/yr
  • burglar alarm system22K/yr
  • wireless alarm system19K/yr
  • x sense18K/yr
  • alarm systems for your home15K/yr

Reviews and returns

What reviews say buyers love and hate about Home Security Systems

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

Complain

Connectivity-Overall15%−0.20

acting as if nothing is connected

Useless only keeps dropping connection

So far the product will not connect to the internet

Noise Level12%+0.10

not particularly loud alarm compared to others

The alarm is extremely loud

Very loud

Functionality-Overall9%−0.10

DONT SELL A PRODUCT THAT DOESN'T WORK

Absolutely terrible couldnt get it to function right at all

After 13 months, it's stopped working

Quality-Overall8%+0.62

not perfect

The build quality of the items is basic

Utter garbage

Assembly/Installation5%+2.37

Not the most intuitive set up

Set up issues

not happy as had taken time to put up

Love

Assembly/Installation26%+2.37

Easy install

not to hard to install

Easy setup

Quality-Overall12%+0.62

The build quality is solid

Brilliant piece of kit

Good quality

Value For Money10%+0.30

good value for money

Decent piece of kit for the price

Good value

Alarm/Timer Accuracy8%+0.29

Brilliant alarm system

Excellent Hut Alarm

This alarm works perfectly every time

Security6%+0.32

Overall this is a decent security system

A brilliantly simple security system

Security

Return

3.4% Return rate 3% Fixable by listing

Alarm/Timer Accuracy20%▇▆▅█▆▇
Connectivity-Overall14%█▇▇▆▅▃

acting as if nothing is connected

Useless only keeps dropping connection

So far the product will not connect to the internet

Functionality-Overall13%▅▇▅█▃▅

DONT SELL A PRODUCT THAT DOESN'T WORK

Absolutely terrible couldnt get it to function right at all

After 13 months, it's stopped working

Compatibility-Overall12%▆▂▄▂▇█

The product isnt compatible

Assembly/Installation8%▄▅▄▄▄█

Not the most intuitive set up

Set up issues

not happy as had taken time to put up

FAQ

Common Home Security Systems questions

Answered from the same tracked data.