firewall
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size
Incredible$3.3M$3.3M/yr · 668K searches
Review moat
Good702.83avg incumbent reviews — the moat a new listing must climb
Avg price
Good$177.05avg listing price — sweet spot $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Conversion
Okay2.8%search→purchase rate — share of searches ending in a sale
Returns
Okay4.7%return rate — above 5% kills the launch gate
Growth
Bad-1.0%90-day search growth — must beat 0% to launch
Competition
Bad74%top-5 click share — a locked-up shelf
Price range
Bad$49.94–$301.09cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, firewall is a $3.3M/yr Amazon United States market (668K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Nov. Verdict: Skip it — 38/100.
Data updated Jul 22, 2026 · scored weekly · How we score niches
firewall market data
- Units sold / yr
- 13K–15K
- avg 750–1,000/product
- Revenue / yr
- $2.2M–$2.7M
- units × avg price
- Conversion rate
- 2.8%
- Avg BSR
- #83
- Page quality
- 0%
- Prime
- 83%
- Sponsored
- 25%
- Out of stock
- 0.0%
- Avg brand age
- 47 months
- Avg seller age
- 164 days
Competition & brand share
The top 5 products capture 74% of clicks — a locked-up shelf that new listings rarely crack.Brands
4 falling
Sellers
157
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
74%
Top 20: 100%
Open market
0%
- Ubiquiti Networks61%
- TP-Link25%
- Firewalla12%
- Ubiquiti2%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -1.0% search growth over the last 90 days.Peak months: Nov · busiest ÷ quietest = 1.8×
Top firewall search terms
- ubiquiti router103K/yr
- firewall110K/yr
- firewalla56K/yr
- unifi router53K/yr
- wired router41K/yr
- unifi gateway27K/yr
- omada router25K/yr
- pfsense33K/yr
- dual wan router27K/yr
- ubiquiti cloud gateway ultra19K/yr
Top firewall 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 12 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Ubiquiti Cloud Gateway Ultra (UCG-Ultra)
Ubiquiti Networks$128.714.6★1,036 rev
TP-Link ER605 V2 Wired Gigabit VPN Router Up to 3 WAN Ethernet Ports + 1 USB WAN SPI Firewall SMB Router Omada SDN Integrated Load Balance Lightning Protection
TP-Link$49.944.4★4,887 rev
Firewalla: Cyber Security Firewall for Home & Business Protect Network from Malware and Hacking | Smart Parental Control | Block Ads | VPN Server and Client | No Monthly Fee (Purple SE)
Firewalla$259.293.8★520 rev
Ubiquiti UniFi Cloud Gateway Ultra
Ubiquiti Networks$130.274.5★428 rev
Ubiquiti Networks UDR7 UniFi Dream Router 7 Desktop 10G Gateway
Ubiquiti Networks$301.034.6★117 rev
Newest
by launch date
UbiQuiti UCG-MAX-NS
Ubiquiti Networks$283.039 rev
UbiQuiti UDR7
Ubiquiti Networks$301.09242 rev
Ubiquiti Networks UDR7 UniFi Dream Router 7 Desktop 10G Gateway
Ubiquiti Networks$301.03117 rev
Ubiquiti UniFi Express 7 Cloud Gateway (UX7)
Ubiquiti Networks$232.7892 rev
UCG Ultra Cloud Gateway (Ultra)
Ubiquiti$139.5764 rev
Trending
90-day click momentumWhat buyers say about firewall
What buyers praise and complain about, mined from review topics.What buyers love
“It connects to your ISP very perfect”
“Its great to setup”
“Good price”
“Overall good device and would recommend”
“it has worked exactly as intended”
“Feature rich and the firewall is easy to setup”
“The overall UI is easy to read”
“This unit and built in management software are very nice and most important - reliable”
“sleek design”
“I gotta say this works so well”
What buyers complain about
“Poor WiFi performance”
“Theres a reason the price is so low”
“Computer stopped working after that”
“Wish the hardware worked as well as the software”
“Quite frustrating to setup”
“Item was not new”
“Poor Quality”
“I called tech support twice and they couldn't help”
“The instructions point to a website that doesn't exist”
“This is not accurate”
Top return reasons
Common questions
- Is firewall profitable to sell on Amazon United States?
- The niche generates $3.3M/yr across 12 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -1.0%. Flapen's verdict: Skip it (38/100).
- How competitive is the firewall niche?
- 4 brands and 157 sellers compete. The top 5 products take 74% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in firewall?
- Top complaints mined from reviews: Connectivity-Overall, Value For Money, Functionality-Overall. The return rate is 4.7%.
- When does demand for firewall peak?
- Demand peaks in Nov; the busiest month runs 1.8× the quietest.
- What does it cost to enter the firewall niche?
- Listings span $49.94–$301.09; the average listing price is $177.05 (sweet spot $15–$100). The average incumbent carries 703 reviews — the moat a new listing must climb.