---
title: "Firewall — $3.3M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/electronics/firewall"
last_updated: "2026-08-11T19:13:50.881Z"
locale: en
meta:
description: "Niche score 38/100 · $3.3M/yr market · 668K searches/yr · $177.05 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 38/100 · $3.3M/yr market · 668K searches/yr · $177.05 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Firewall — $3.3M/yr Amazon US Niche (2026) - Flapen"
---
# **firewall**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 96Growth 25Conversion 35Competition 21Returns 29Price range 20Avg price 50Brand share 0Review moat 70Quality gap 37
**Market size**
**Incredible****$3.3M**
$3.3M/yr · 668K searches
**Review moat**
**Good****702.83**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Good****$177.05**
avg listing price — sweet spot $15–$100
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Okay****2.8%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Okay****4.7%**
return rate — above 5% kills the launch gate
**Growth**
**Bad****-1.0%**
90-day search growth — must beat 0% to launch
**Competition**
**Bad****74%**
top-5 click share — a locked-up shelf
**Price range**
**Bad****$49.94–$301.09**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
**Signals**[** High Price**](https://flapen.com/research/niches?market=us&signal=high_price "Avg price > $50")
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 ~~](https://flapen.com/research/methodology)
## **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.
23K18KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Nov · busiest ÷ quietest = 1.8×
[**Open Trend **](https://flapen.com/research/us/electronics/firewall/trend)
## **Top firewall search terms**
- **ubiquiti router**103K/yr+4.2%0.7% conv. - **firewall**110K/yr-10.8%0.3% conv. - **firewalla**56K/yr+6.6%1.0% conv. - **unifi router**53K/yr+3.1%1.0% conv. - **wired router**41K/yr+0.2%1.2% conv. - **unifi gateway**27K/yr+4.5%2.9% conv. - **omada router**25K/yr+9.3%2.7% conv. - **pfsense**33K/yr-23.5%0.0% conv. - **dual wan router**27K/yr-7.4%1.4% conv. - **ubiquiti cloud gateway ultra**19K/yr+21.7%8.0% conv. [**All search terms **](https://flapen.com/research/us/electronics/firewall/search-terms)
## **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.
0%10%$326K20%$652K30%$979K40%$1.3M1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 12 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Ubiquiti Cloud Gateway Ultra (UCG-Ultra)**Ubiquiti Networks**$128.71**4.6★1,036 rev](https://www.amazon.com/dp/B0CWLKD9RP) [2**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**$49.94**4.4★4,887 rev](https://www.amazon.com/dp/B08QTXNWZ1) [3**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**$259.29**3.8★520 rev](https://www.amazon.com/dp/B0BYMN4YZ3) [4**Ubiquiti UniFi Cloud Gateway Ultra**Ubiquiti Networks**$130.27**4.5★428 rev](https://www.amazon.com/dp/B0D8PSW2BZ) [5**Ubiquiti Networks UDR7 UniFi Dream Router 7 Desktop 10G Gateway**Ubiquiti Networks**$301.03**4.6★117 rev](https://www.amazon.com/dp/B0FD52SKFM)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**UbiQuiti UCG-MAX-NS**Ubiquiti Networks**$283.03**9 rev5mo ago](https://www.amazon.com/dp/B0F9JJGQCG) [**UbiQuiti UDR7**Ubiquiti Networks**$301.09**242 rev12mo ago](https://www.amazon.com/dp/B0F7HBYMGL) [**Ubiquiti Networks UDR7 UniFi Dream Router 7 Desktop 10G Gateway**Ubiquiti Networks**$301.03**117 rev1y ago](https://www.amazon.com/dp/B0FD52SKFM) [**Ubiquiti UniFi Express 7 Cloud Gateway (UX7)**Ubiquiti Networks**$232.78**92 rev1y ago](https://www.amazon.com/dp/B0F8KFWDCP) [**UCG Ultra Cloud Gateway (Ultra)**Ubiquiti**$139.57**64 rev1y ago](https://www.amazon.com/dp/B0DK5ZMPMM)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**UbiQuiti UCG-MAX-NS**Ubiquiti Networks**$283.03**5.0★**▲ 227%**](https://www.amazon.com/dp/B0F9JJGQCG) [**UbiQuiti UDR7**Ubiquiti Networks**$301.09**4.7★**▲ 117%**](https://www.amazon.com/dp/B0F7HBYMGL) [**UCG Ultra Cloud Gateway (Ultra)**Ubiquiti**$139.57**4.8★**▲ 51%**](https://www.amazon.com/dp/B0DK5ZMPMM) [**Ubiquiti UniFi Cloud Gateway Ultra**Ubiquiti Networks**$130.27**4.5★**▲ 15%**](https://www.amazon.com/dp/B0D8PSW2BZ) [**Ubiquiti Cloud Gateway Ultra (UCG-Ultra)**Ubiquiti Networks**$128.71**4.6★**— 8%**](https://www.amazon.com/dp/B0CWLKD9RP)
**~~View all trending →~~**
## **What buyers say about firewall**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Connectivity-Overall**19%
*“It connects to your ISP very perfect”*
**Assembly/Installation**13%
*“Its great to setup”*
**Value For Money**12%
*“Good price”*
**Quality-Overall**11%
*“Overall good device and would recommend”*
**Advertised Vs Actual Product**6%
*“it has worked exactly as intended”*
**Security**4%
*“Feature rich and the firewall is easy to setup”*
**Ease Of Use**3%
*“The overall UI is easy to read”*
**Software/Application**3%
*“This unit and built in management software are very nice and most important - reliable”*
**Design-Overall**3%
*“sleek design”*
**Functionality-Overall**2%
*“I gotta say this works so well”*
### **What buyers complain about **
**Connectivity-Overall**19%
*“Poor WiFi performance”*
**Value For Money**9%
*“Theres a reason the price is so low”*
**Functionality-Overall**8%
*“Computer stopped working after that”*
**Software/Application**6%
*“Wish the hardware worked as well as the software”*
**Assembly/Installation**6%
*“Quite frustrating to setup”*
**Product Condition**5%
*“Item was not new”*
**Quality-Overall**4%
*“Poor Quality”*
**Technical Support**4%
*“I called tech support twice and they couldn't help”*
**Instructions/User Manual/Troubleshooting**4%
*“The instructions point to a website that doesn't exist”*
**Advertised Vs Actual Product**2%
*“This is not accurate”*
### **Top return reasons **
**Connectivity-Overall**38%
**Compatibility-Overall**18%
**Functionality-Overall**10%
**Value For Money**5%
**Assembly/Installation**5%
**Advertised Vs Actual Product**4%
**Defective Material/Parts**3%
**Product Condition**2%
**Socket/Port/Plug**2%
**Constant Reboot Or Restart**2%
## **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.
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