defibrillator
Skip itWeak search conversion (0.6%) — this niche doesn't clear our bar today.
Review moat
Incredible52.15avg incumbent reviews — the moat a new listing must climb
Returns
Great1.3%return rate — above 5% kills the launch gate
Quality gap
Good4.5★avg incumbent rating — lower means beatable quality
Market size
Okay£252K£252K/yr · 96K searches
Brand share
Okay87%top-5 brand share — brands hold most of the demand
Competition
Bad77%top-5 click share — a locked-up shelf
Growth
Bad-14.8%90-day search growth — must beat 0% to launch
Avg price
Bad£429.63avg listing price — sweet spot $15–$100
Price range
Bad£20.69–£882.10cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Bad0.6%search→purchase rate — share of searches ending in a sale
According to Flapen's Amazon United Kingdom niche tracking, defibrillator is a £252K/yr Amazon United Kingdom market (96K searches/yr). The top 5 brands hold 87% of demand. Demand peaks in Jan. Verdict: Skip it — 36/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
defibrillator market data
- Units sold / yr
- 250–500
- avg 0–100/product
- Revenue / yr
- £107K–£215K
- units × avg price
- Conversion rate
- 0.6%
- Avg BSR
- #184
- Page quality
- 0%
- Prime
- 85%
- Sponsored
- 69%
- Out of stock
- 9.0%
- Avg brand age
- 55 months
- Avg seller age
- 175 days
Competition & brand share
The top 5 products capture 77% of clicks — a locked-up shelf that new listings rarely crack.Brands
9 falling
Sellers
26
Top-5 brand share
87%
Top 20: 100%
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 & seasonality
Weekly Amazon search volume, last 104 weeks — -14.8% search growth over the last 90 days.Peak months: Jan · busiest ÷ quietest = 1.7×
Top defibrillator search terms
- defibrillator52K/yr
- defibrillator machine for home19K/yr
- aed10K/yr
- aed defibrillator machine8K/yr
- defib3K/yr
- defibrillators3K/yr
- aed defibrillator3K/yr
Top defibrillator products on Amazon
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 13 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Philips HeartStart HS1 Defibrillator with Slim Carry Case M5066A-C02
HeartStart£881.624.8★12 rev
Yzpacc Set of 50 CPR Mask Disposable CPR Shield Emergency Mask Key Chain Ring with One-Way Valve Breathing Barrier for First Aid or AED Training
Yzpacc£20.694.7★377 rev
Reliance Medical Mediana A15 HeartOn AED Unit - Adult/Paediatric Mode Switch - Defibrillator Unit for Home Schools Clubs and Groups - Protective Outer Cover
Reliance Medical£882.104.6★17 rev
CU Medical iPAD SP1 AED Automated External Defibrillator Fully Automatic
CU Medical£862.414.3★70 rev
Philips HeartStart HS1 Defibrillator Adult SMART Pads Cartridge M5071A
HeartStart£60.724.1★40 rev
Newest
by launch date
Defibrillator Trainer XFT-120N AED Training Set CPR Trainer Device English French Spanish Brazilian Portuguese Voice Prompts 5 Scenarios First Aid Training Kit for Defibrillator Trainee Beginner
XFT£77.0415 rev
CU Medical iPAD NFK200 AED Semi-Automatic Defibrillator
CU Medical£676.890 rev
Mini AED Trainer XFT Portable AED Training Kit Essentials AED Training Device in English for Defibrillator Trainee Beginner (XFT-D0009)
XFT£40.6764 rev
AED Trainer Rechargeable Defibrillator Trainer with Remote Control CPR Training Defibrillator Simulator 8 Scenarios 4 Prompts Voice - English French Italian Chinese XFT-120GA AED Trainer
XFT£136.6016 rev
JKTENS AED Trainer First Aid Device English & Spanish Automated External Defibrillator Teaching CPR Training Emergency Rescue for First aid Training
JTKENS£150.810 rev
Trending
90-day click momentumYzpacc Set of 50 CPR Mask Disposable CPR Shield Emergency Mask Key Chain Ring with One-Way Valve Breathing Barrier for First Aid or AED Training
Yzpacc£20.694.7★
Defibrillator Trainer XFT-120N AED Training Set CPR Trainer Device English French Spanish Brazilian Portuguese Voice Prompts 5 Scenarios First Aid Training Kit for Defibrillator Trainee Beginner
XFT£77.044.8★
Philips HeartStart HS1 Defibrillator Adult SMART Pads Cartridge M5071A
HeartStart£60.724.1★
Philips HeartStart HS1 Defibrillator with Slim Carry Case M5066A-C02
HeartStart£881.624.8★
Mini AED Trainer XFT Portable AED Training Kit Essentials AED Training Device in English for Defibrillator Trainee Beginner (XFT-D0009)
XFT£40.674.4★
What buyers say about defibrillator
What buyers praise and complain about, mined from review topics.What buyers love
“Good value”
“This is a very well equipped kit, good quality and great value”
“Smart and do the job”
“Good travelling size”
“The bag itself is quite sturdy”
What buyers complain about
“However the contents on the whole are cheap”
Top return reasons
Common questions
- Is defibrillator profitable to sell on Amazon United Kingdom?
- The niche generates £252K/yr across 13 tracked products. 90-day search growth is -14.8%. Flapen's verdict: Skip it (36/100).
- How competitive is the defibrillator niche?
- 9 brands and 26 sellers compete. The top 5 products take 77% of clicks and top 5 brands hold 87% of demand.
- What do buyers complain about in defibrillator?
- Top complaints mined from reviews: Quality-Overall. The return rate is 1.3%.
- When does demand for defibrillator peak?
- Demand peaks in Jan; the busiest month runs 1.7× the quietest.
- What does it cost to enter the defibrillator niche?
- Listings span £20.69–£882.10; the average listing price is £429.63 (sweet spot $15–$100). The average incumbent carries 52 reviews — the moat a new listing must climb.