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Kindling

Fail

Demand is soft, at -67.8% this quarter, so Kindling is a Fail.

Flapen Score
49
49 / 100
Ranks 1,033 of 2,225 DIY & Tools niches · on the category median
Market size
£667K/yr336K searches / yr
90-day growth
-67.8%search demand this quarter
Competition
75%top-5 click share · 9 brands · 21 sellers

Flapen Score

Kindling against its category

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

49Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Kindling market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Kindling 336K times last year and spent an estimated £667K. The top 5 brands take 86% of clicks. Demand peaks in Jan–Feb–Oct–Nov–Dec. Flapen scores it 49 out of 100, a Fail.

01 · Demand

An estimated 15.4% of those searches ended in a purchase.

Shoppers searched for this 336K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 15.4% of those searches ended in a purchase. Searches in the last 90 days moved -67.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £667K a year.

Searches, last 12 months
336K
Growth, 90 days vs prior 90
-67.8%
Conversion, latest week
15.4%
Market size, estimated
£667Ka year
Peak month
January7.8× the quietest month
Top search term
kindling wood186K searches a year

02 · Price

A sale here is worth £12.85.

Listings sell for £12.85 on average, from £3.79 to £26.17. Amazon reports units sold in ranges. This niche sold 50K to 60K a year. The average listing sells 2,500 to 3,000 of them. At £12.85 that is £32K to £39K a year per listing.

Average price
£12.85under the $15 to $100 sweet spot
Price range
£3.79–£26.17
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
50K–60K
Units per listing a year
2,500–3,000
Revenue per listing a year
£32K–£39K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

62% of listings pay for placement with sponsored ads. 23% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #19 within Fireplaces, Stoves & Accessories. It carries 706 reviews at 4.48 stars, so a new listing needs social proof before a better product.

Sponsored listings
62%
Prime listings
23%
Out of stock, average day
0.0%
Average rank
#19in Fireplaces, Stoves & Accessories
Average rating
4.48 starsAmazon United Kingdom average 4.36 stars
Average reviews
706per listing
Listings tracked
13

04 · Newcomers

1 of last year's 2 launches cleared the first-year sales bar.

2 products launched here in the last 12 months. 1 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 51 months on average, so the names here are settling in.

Launched, last 12 months
2
Successful launches
1Amazon's first-year sales bar
Average brand age
51 months

Products

Top Kindling products & what they sell for

The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.

Prices and ratings read from Amazon on Jul 22, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 75% of clicks. A locked shelf that new listings rarely crack.

£0£67K£133K£200K£267K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

9 falling

Sellers

21

Est. top-5 brand share

86%

Top 20: 100%

Est. top-5 click share

75%

Top 20: 100%

Open market

9%

  • Comfort Wood Fuels34%
  • Log-Delivery19%
  • GardenCo15%
  • ecoblaze12%
  • Certainly Wood7%
  • Pelle & Sol5%
  • Open — no brand owns it (3 brands, 9%)

Demand

Kindling search demand

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

18K13KSpike '24Black Friday '24Spike '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Jan, Feb, Oct, Nov, Dec · busiest ÷ quietest = 7.8×

Search terms

Top Kindling search terms shoppers use

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

  • kindling wood186K/yr
  • kindling119K/yr
  • kindling wood for wood burner17K/yr
  • wood kindling4K/yr
  • kindle wood for fire3K/yr
  • fire kindling5K/yr
  • kiln dried kindling wood3K/yr

Reviews and returns

What reviews say buyers love and hate about Kindling

We read the reviews and the return reasons for every product selling here.

29%of positive reviews mention “Value For Money”
25%of negative reviews mention “Size-Overall”
<0.1%of orders come back, a rate Amazon rounds to zero
“Smaller than I expected”
A buyer, on “Size-Overall”25% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

15 topics

NegativePositive

FAQ

Common Kindling questions

Answered from the same tracked data.

Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data