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Defibrillator

Fail

Buyers convert on only 0.6% of searches, so Defibrillator is a Fail.

Flapen Score
36
36 / 100
Ranks 1,876 of 2,035 Health & Personal Care niches · −12 vs the category median of 48
Market size
£252K/yr96K searches / yr
90-day growth
-14.8%search demand this quarter
Competition
77%top-5 click share · 9 brands · 26 sellers

Flapen Score

Defibrillator against its category

The dotted line is the Health & Personal Care average. Past it, Defibrillator is stronger. Inside it, weaker.

36Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Defibrillator market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Defibrillator 96K times last year and spent an estimated £252K. The top 5 brands take 87% of clicks. Demand peaks in Jan. Flapen scores it 36 out of 100, a Fail.

01 · Demand

An estimated 0.6% of those searches ended in a purchase.

Shoppers searched for this 96K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 0.6% of those searches ended in a purchase. Searches in the last 90 days moved -14.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £252K a year.

Searches, last 12 months
96K
Growth, 90 days vs prior 90
-14.8%
Conversion, latest week
0.6%
Market size, estimated
£252Ka year
Peak month
January1.7× the quietest month
Top search term
defibrillator52K searches a year

02 · Price

A sale here is worth £429.63.

Listings sell for £429.63 on average, from £20.69 to £882.10. Amazon reports units sold in ranges. This niche sold 250 to 500 a year. The average listing sells 0 to 100 of them. At £429.63 that is £0 to £43K a year per listing.

Average price
£429.63above the $15 to $100 sweet spot
Price range
£20.69–£882.10
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
250–500
Units per listing a year
0–100
Revenue per listing a year
£0–£43K
Returns
1.3%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

69% of listings pay for placement with sponsored ads. 85% ship with Prime. On an average day, 9.0% of listings are out of stock. The average listing ranks #184 within First Aid. It carries 52 reviews at 4.45 stars, so a new listing needs social proof before a better product.

Sponsored listings
69%
Prime listings
85%
Out of stock, average day
9.0%
Average rank
#184in First Aid
Average rating
4.45 starsAmazon United Kingdom average 4.36 stars
Average reviews
52per listing
Listings tracked
13

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 55 months on average, so the names here are settling in.

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

Products

Top Defibrillator 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 24, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 77% of clicks. A locked shelf that new listings rarely crack.

£0£25K£50K£75K£101K1101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)3 products missing review or click data not plotted

Brands

9 falling

Sellers

26

Est. top-5 brand share

87%

Top 20: 100%

Est. top-5 click share

77%

Top 20: 100%

Open market

9%

  • HeartStart31%
  • Yzpacc18%
  • Reliance Medical16%
  • CU Medical15%
  • XFT7%
  • Mindray4%
  • Open — no brand owns it (3 brands, 9%)

Demand

Defibrillator search demand

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

5K3KSpike '24Black Friday '24Spike '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Jan · busiest ÷ quietest = 1.7×

Search terms

Top Defibrillator search terms shoppers use

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

  • defibrillator52K/yr
  • defibrillator machine for home19K/yr
  • aed10K/yr
  • aed defibrillator machine8K/yr
  • defib3K/yr
  • defibrillators3K/yr
  • aed defibrillator3K/yr

Reviews and returns

What reviews say buyers love and hate about Defibrillator

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

33%of positive reviews mention “Value For Money”
50%of negative reviews mention “Quality-Overall”
1.3%of orders come back
“However the contents on the whole are cheap”
A buyer, on “Quality-Overall”50% 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.

11 topics

NegativePositive

FAQ

Common Defibrillator 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