Kindling
FailDemand is soft, at -67.8% this quarter, so Kindling is a Fail.
- Flapen Score
- 49 / 100Ranks 1,033 of 2,225 DIY & Tools niches · on the category median49
- 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.
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
15.4% of searches ended in a purchase last week.
Shoppers searched for this 336K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 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
Amazon counts 1 of last year's 2 launches as successful.
2 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. 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
Every tracked product: its share of the shelf, its reviews, and its price.
Top sellers
by 90-day click share
CWF Kiln Dried Kindling Wood Eco-Friendly Quick Lighting Pine & Spruce 6L Carry Pack (approx. 2kg) Kindling Sticks for Log Burners Fire Pit Pizza Ovens & Open Fires Brown
- Price
- £3.79
- Rating
- 4.6/5
- Reviews
- 249
- Age
- 2y ago
Log Barn Kiln-Dried Kindling Wood for Wood Burner approx 10kg 4 x 15l bag
- Price
- £14.05
- Rating
- 4.4/5
- Reviews
- 2,130
- Age
- 7y ago
Ecoblaze Kiln Dried Kindling Wood 10kg - Easy to Light Smokeless Fire Starter for Stoves Fire Pits BBQs Chimineas Wood Burners & Indoor or Outdoor Fires (4x2.5kg packs)
- Price
- £9.54
- Rating
- 4.5/5
- Reviews
- 98
- Age
- 11mo ago
8 Nets of Kiln Dried Kindling Wood - approx 20KG Box of 8 Bags Natural Firelighters For Woodburning Stove Log Burner Open Fire Pit Camping BBQ Pizza Oven. Fire Starters Ready To Burn - approx 20KG
- Price
- £26.17
- Rating
- 4.6/5
- Reviews
- 382
- Age
- 3y ago
Certainly Wood Kindling - Kiln Dried Natural Firelighters for Woodburning Stove Open Fire Bbq Pizza Oven Fireplace Chimenea Barbecue Firepit - 2.5kg Firewood Sticks for Lighting Hard Log Charcoal Coal
- Price
- £9.17
- Rating
- 4.6/5
- Reviews
- 4,355
- Age
- 9y ago
Trending
90-day click momentumEcoblaze Kiln Dried Kindling Wood 10kg - Easy to Light Smokeless Fire Starter for Stoves Fire Pits BBQs Chimineas Wood Burners & Indoor or Outdoor Fires (4x2.5kg packs)
- Price
- £9.54
- Rating
- 4.5/5
- Reviews
- 98
- Age
- 11mo ago
Ecoblaze Kiln Dried Kindling Wood 2.5kg - Easy to Light Smokeless Fire Starter for Stoves Fire Pits BBQs Chimineas Wood Burners & Indoor or Outdoor Fires
- Price
- £5.71
- Rating
- 4.5/5
- Reviews
- 98
- Age
- 11mo ago
CWF Kiln Dried Kindling Wood Eco-Friendly Quick Lighting Pine & Spruce 6L Carry Pack (approx. 2kg) Kindling Sticks for Log Burners Fire Pit Pizza Ovens & Open Fires Brown
- Price
- £3.79
- Rating
- 4.6/5
- Reviews
- 249
- Age
- 2y ago
Green Olive Firewood - Approx 2.2KG Bag of Kiln Dried Kindling Wood - Firestarting Sticks - Natural Fire Lighters for Log Burners Wood Burning Stoves BBQS Camping fireplaces & Pizza Ovens
- Price
- £9.07
- Rating
- 4.2/5
- Reviews
- 214
- Age
- 3y ago
Pelle & Sol Kindling Wood 2 Pack x 2.4 Kg (4.8 Kg Total) Kiln-Dried Fire Wood Smokeless Fire Logs Long-Burning Heat Logs for Wood Burner BBQ & Pizza Oven
- Price
- £8.39
- Rating
- 4.6/5
- Reviews
- 371
- Age
- 1y ago
Newest
by launch dateEcoblaze Kiln Dried Kindling Wood 10kg - Easy to Light Smokeless Fire Starter for Stoves Fire Pits BBQs Chimineas Wood Burners & Indoor or Outdoor Fires (4x2.5kg packs)
- Price
- £9.54
- Rating
- 4.5/5
- Reviews
- 98
- Age
- 11mo ago
Ecoblaze Kiln Dried Kindling Wood 2.5kg - Easy to Light Smokeless Fire Starter for Stoves Fire Pits BBQs Chimineas Wood Burners & Indoor or Outdoor Fires
- Price
- £5.71
- Rating
- 4.5/5
- Reviews
- 98
- Age
- 11mo ago
Log Barn Kiln-Dried Kindling Wood for Fires approx. 13kg 6 x 15l bags
- Price
- £19.50
- Rating
- 4.4/5
- Reviews
- 335
- Age
- 1y ago
Pelle & Sol Kindling Wood 2 Pack x 2.4 Kg (4.8 Kg Total) Kiln-Dried Fire Wood Smokeless Fire Logs Long-Burning Heat Logs for Wood Burner BBQ & Pizza Oven
- Price
- £8.39
- Rating
- 4.6/5
- Reviews
- 371
- Age
- 1y ago
CWF Kiln Dried Kindling Wood Eco-Friendly Quick Lighting Pine & Spruce 6L Carry Pack (approx. 2kg) Kindling Sticks for Log Burners Fire Pit Pizza Ovens & Open Fires Brown
- Price
- £3.79
- Rating
- 4.6/5
- Reviews
- 249
- Age
- 2y ago
Competition
Competition: brands, sellers & click share
The top 5 products take 75% of clicks. A locked shelf that new listings rarely crack.
Brands
9 falling
Sellers
21
Top-5 brand share
86%
Top 20: 100%
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.
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 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
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
Smaller than I expected
Inconsistent size
Very big
so not as good value as it was
bit more expensive than shop bought
not good value for oney
The picture is misleading
Nothing like the picture
Not as advertised
Yes some of it is quite thick cut
one or two a bit thick
This kindling is way too thick
Not much wood
there was a lot of excess bit of wood which created a mess
although sometimes the wood is split too much
Love
Good value for money
Excellent value
Fair price
Excellent product
Good solid quality
Long lasting good quality
Decent wood
Good quality wood
Wood seems fine
As advertised
Exactly as in photo
Did the job just fine
Good size
Reliable kindling - good sized
Not too large or small
Return
0.0% Return rate 53% Fixable by listing
Smaller than I expected
Inconsistent size
Very big
Not much wood
there was a lot of excess bit of wood which created a mess
although sometimes the wood is split too much
A horrid smell
it's not the best
Not properly seasoned, very poor
The picture is misleading
Nothing like the picture
Not as advertised
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Kindling questions
Answered from the same tracked data.