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Fire Starter

Fail

Prices span $3.36–$15.06, mostly outside the sweet spot, so Fire Starter is a Fail.

Flapen Score
45
45 / 100
Ranks 1,592 of 2,976 Grocery niches · −1 vs the category median of 46
Market size
£53K/yr88K searches / yr
90-day growth
-6.3%search demand this quarter
Competition
56%top-5 click share · 20 brands · 48 sellers

Flapen Score

Fire Starter against its category

The dotted line is the Grocery average. Past it, Fire Starter is stronger. Inside it, weaker.

45Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Fire Starter market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Fire Starter 88K times last year and spent an estimated £53K. The top 5 brands take 59% of clicks. Flapen scores it 45 out of 100, a Fail.

01 · Demand

7.4% of searches ended in a purchase last week.

Shoppers searched for this 88K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 7.4% of those searches ended in a purchase. Searches in the last 90 days moved -6.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £53K a year.

Searches, last 12 months
88K
Growth, 90 days vs prior 90
-6.3%
Conversion, latest week
7.4%
Market size, estimated
£53Ka year
Peak month
November1.5× the quietest month
Top search term
fire starter71K searches a year

02 · Price

A sale here is worth £8.03.

Listings sell for £8.03 on average, from £3.36 to £15.06. Amazon reports units sold in ranges. This niche sold 6K to 8K a year. The average listing sells 100 to 250 of them. At £8.03 that is £803 to £2K a year per listing.

Average price
£8.03under the $15 to $100 sweet spot
Price range
£3.36–£15.06
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
6K–8K
Units per listing a year
100–250
Revenue per listing a year
£803–£2K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is ads and reviews.

92% of listings pay for placement with sponsored ads. 80% ship with Prime. On an average day, 7.2% of listings are out of stock. The average listing ranks #30 within Firelighters & Matches. It carries 3,087 reviews at 4.51 stars, so a new listing needs social proof before a better product.

Sponsored listings
92%
Prime listings
80%
Out of stock, average day
7.2%
Average rank
#30in Firelighters & Matches
Average rating
4.51 starsAmazon United Kingdom average 4.36 stars
Average reviews
3,087per listing
Listings tracked
25

04 · Newcomers

Amazon counts 0 of last year's 2 launches as successful.

2 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 53 months on average, so the names here are settling in.

Launched, last 12 months
2
Successful launches
0Amazon's first-year sales bar
Average brand age
53 months

Products

Top Fire Starter 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 56% of clicks. Leaders hold, but buyers still shop past them.

£0£3K£5K£8K£11K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

Brands

20 falling

Sellers

48

Top-5 brand share

59%

Top 20: 100%

Top-5 click share

56%

Top 20: 94%

Open market

34%

  • Pelle & Sol18%
  • ecoblaze11%
  • Galleon Fireplaces11%
  • Ecolighters10%
  • Weber8%
  • Ember Rock7%

Demand

Fire Starter search demand

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

3K2KSpike '24Black Friday '24Spike '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.5×

Reviews and returns

What reviews say buyers love and hate about Fire Starter

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

Complain

Size-Overall21%−0.11

They are smaller

wildly different sizes

inconsistent in sizes

Quality-Overall16%−0.03

quality control is inconsistent

Poor quality

Quality control is the main issue

Value For Money12%+1.12

Not impressed - expensive

Waste of money

cheaper

Smell7%+0.13

Chemical smell to product

While there is a faint odour

smell a bit funky

Flammable6%−0.02

Easily burn

It looks as though it might finally have started burning properly

when its burning its a measly flame that struggles to ignite anything else in the fire

Love

Value For Money24%+1.12

Good value for money

Excellent value

Good Value

Quality-Overall23%−0.03

Good quality and reliable

Great quality, very fast lighting and do the job

Decent Quality

Fire Resistance11%+1.50

Great to have for a fire kit while camping or hiking

Excellent to help get fire started safely

Good for lighting the fire

Ease Of Use11%+0.46

Great use all the time

Ease of use

easy to store

Advertised Vs Actual Product6%

It does what it says

Better than expected

As described

Return

0.0% Return rate 22% Fixable by listing

Quality-Overall12%▁█▁▁▁█

quality control is inconsistent

Poor quality

Quality control is the main issue

Defective Material/Parts11%▂▂▁▇█▁
Size-Overall10%▄▂▅█▁▁

They are smaller

wildly different sizes

inconsistent in sizes

Moist/Dry10%█▁▇▁▅▁
Flammable8%▄▃▁▁█▆

Easily burn

It looks as though it might finally have started burning properly

when its burning its a measly flame that struggles to ignite anything else in the fire

FAQ

Common Fire Starter questions

Answered from the same tracked data.