- Flapen Score
- 49 / 100Top 44% of 9,536 Tools & Home Improvement niches · +1 vs the category median of 4849
- Market size
- $20.3M/yr12.3M searches / yr
- 90-day growth
- -12.2%search demand this quarter
- Competition
- 46%top-5 click share · 16 brands · 61 sellers
Flapen Score
Safe against its category
The dotted line is the Tools & Home Improvement average. Past it, Safe is stronger. Inside it, weaker.
Market
The Safe market on Amazon at a glance
Shoppers on Amazon United States searched for Safe 12.3M times last year and spent an estimated $20.3M. The top 5 brands take 82% of clicks. Flapen scores it 49 out of 100, a Fail.
01 · Demand
1.9% of searches ended in a purchase last week.
Shoppers searched for this 12.3M times in the last 12 months. That counts every search on Amazon United States for this niche's terms. In the latest week, 1.9% of those searches ended in a purchase. Searches in the last 90 days moved -12.2% against the 90 days before. Searches, conversion and average price together put the market at an estimated $20.3M a year.
- Searches, last 12 months
- 12.3M
- Growth, 90 days vs prior 90
- -12.2%
- Conversion, latest week
- 1.9%
- Market size, estimated
- $20.3Ma year
- Peak month
- December1.4× the quietest month
- Top search term
- safe5.0M searches a year
02 · Price
A sale here is worth $87.43.
Listings sell for $87.43 on average, from $13.11 to $429.71. Amazon reports units sold in ranges. This niche sold 200K to 250K a year. The average listing sells 5,000 to 6,000 of them. At $87.43 that is $437K to $525K a year per listing.
- Average price
- $87.43inside the $15 to $100 sweet spot
- Price range
- $13.11–$429.71
- Amazon United States median price
- $24.38across 115,062 niches
- Units sold a year
- 200K–250K
- Units per listing a year
- 5,000–6,000
- Revenue per listing a year
- $437K–$525K
- Returns
- 3.6%of orders · Amazon United States median 2.1%
03 · Entry bar
The bar here is ads and reviews.
100% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 2.3% of listings are out of stock. The average listing ranks #45 within Safes & Safe Accessories. It carries 10,021 reviews at 4.47 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 100%
- Prime listings
- 100%
- Out of stock, average day
- 2.3%
- Average rank
- #45in Safes & Safe Accessories
- Average rating
- 4.47 starsAmazon United States average 4.42 stars
- Average reviews
- 10,021per listing
- Listings tracked
- 38
04 · Newcomers
Amazon counts 2 of last year's 2 launches as successful.
2 products launched here in the last 12 months. Amazon counts 2 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 45 months on average, so the names here are settling in.
- Launched, last 12 months
- 2
- Successful launches
- 2Amazon's first-year sales bar
- Average brand age
- 45 months
Products
Top Safe products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
Top sellers
by 90-day click share
Amazon Basics Steel Security Safe and Lock Box with Electronic Keypad Secure Documents Storage Black 0.5 Cubic Feet 13.8W x 9.8D x 9.8H Removable Shelf
- Price
- $53.78
- Rating
- 4.6/5
- Reviews
- 47,861
- Age
- 7y ago
SentrySafe Fireproof Safe Box with Key Lock Chest Safe with Carrying Handle to Secure Money Jewelry Documents 0.25 Cubic Feet 6.3 x 15.3 x 12.1 Inches 1160
- Price
- $38.68
- Rating
- 4.6/5
- Reviews
- 22,196
- Age
- 14y ago
Yuanshikj Small Steel Security Safe Box with Keypad Key;0.23 CuFt Black
- Price
- $28.74
- Rating
- 4.4/5
- Reviews
- 22,952
- Age
- 8y ago
SentrySafe Black Fireproof and Waterproof Safe File Folder and Document Box with Key Lock 14.3 x 15.5 x 13.5 inches HD4100
- Price
- $65.82
- Rating
- 4.5/5
- Reviews
- 14,914
- Age
- 12y ago
Digital Electronic Money Safe Steel Security Lock Box with Keypad Office Hotel Business Jewelry Gun Cash Safe 0.23 Cubic Feet 9.06 W x 6.69 D x 6.69 Hblack
- Price
- $30.72
- Rating
- 4.3/5
- Reviews
- 4,910
- Age
- 2y ago
Trending
90-day click momentum![[UPGRADED] Small Safes for Home 0.30 Cuft Mini Safe Box](https://m.media-amazon.com/images/I/414LF-aE4zL.jpg)
[UPGRADED] Small Safes for Home 0.30 Cuft Mini Safe Box
- Price
- $32.82
- Rating
- 4.4/5
- Reviews
- 863
- Age
- 1y ago
Small Safe for Home 6.69H Safe Box with Fireproof Waterproof Bag for College Dorm Room Money Safe with Alarm System Sensor LED Light Wall/Floor Mountable Hidden Safes for Cash Jewelry Medicine
- Price
- $32.62
- Rating
- 4.4/5
- Reviews
- 1,134
- Age
- 9mo ago
Digital Electronic Money Safe Steel Security Lock Box with Keypad Office Hotel Business Jewelry Gun Cash Safe 0.23 Cubic Feet 9.06 W x 6.69 D x 6.69 Hblack
- Price
- $30.72
- Rating
- 4.3/5
- Reviews
- 4,910
- Age
- 2y ago
![[16.54 Tall] Safe Box 2.8 Cuft Home Safes With Fireproof Bag](https://m.media-amazon.com/images/I/41i1I0pk0YL.jpg)
[16.54 Tall] Safe Box 2.8 Cuft Home Safes With Fireproof Bag
- Price
- $97.51
- Rating
- 4.4/5
- Reviews
- 863
- Age
- 1y ago
SentrySafe Fireproof Safe with Key Lock Chest Lock Box for Home or Travel Secures Money Documents 0.18 Cubic Feet 6.1 x 14.3 x 11.2 Inches 1210
- Price
- $38.67
- Rating
- 4.7/5
- Reviews
- 2,788
- Age
- 14y ago
Newest
by launch dateSmall Safe for Home 6.69H Safe Box with Fireproof Waterproof Bag for College Dorm Room Money Safe with Alarm System Sensor LED Light Wall/Floor Mountable Hidden Safes for Cash Jewelry Medicine
- Price
- $32.62
- Rating
- 4.4/5
- Reviews
- 1,134
- Age
- 9mo ago
[UPGRADED] Small Safes for Home 0.30 Cuft Mini Safe Box
- Price
- $32.82
- Rating
- 4.4/5
- Reviews
- 863
- Age
- 1y ago
Digital Electronic Money Safe Steel Security Lock Box with Keypad Office Hotel Business Jewelry Gun Cash Safe 0.23 Cubic Feet 9.06 W x 6.69 D x 6.69 Hpink
- Price
- $32.47
- Rating
- 4.3/5
- Reviews
- 4,910
- Age
- 1y ago
[16.54 Tall] Safe Box 2.8 Cuft Home Safes With Fireproof Bag
- Price
- $97.51
- Rating
- 4.4/5
- Reviews
- 863
- Age
- 1y ago
Bonsaii Safe Box with Digital Keypad Lock for Valuables 1.28 Cu.Ft
- Price
- $71.80
- Rating
- 4.5/5
- Reviews
- 269
- Age
- 2y ago
Competition
Competition: brands, sellers & click share
The top 5 products take 46% of clicks. Leaders hold, but buyers still shop past them.
Brands
16 rising
Sellers
61
Top-5 brand share
82%
Top 20: 100%
Top-5 click share
46%
Top 20: 86%
Open market
14%
- SentrySafe35%
- Amazon Basics20%
- bonsaii11%
- CDC DIGI8%
- Yuanshikj7%
- FOWORE4%
- Open — no brand owns it (10 brands, 14%)
Demand
Safe search demand
Weekly searches over the year, seasonality beneath. Pick a range.
No pronounced peak months · busiest ÷ quietest = 1.4×
Search terms
Top Safe search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- safe5.0M/yr
- safe box1.2M/yr
- fireproof safe994K/yr
- caja fuerte para dinero621K/yr
- small safe515K/yr
- money safe411K/yr
- fire proof safe for home documents363K/yr
- save340K/yr
- safes320K/yr
- home safe324K/yr
Reviews and returns
What reviews say buyers love and hate about Safe
We read the reviews and the return reasons for every product selling here.
“BAD QUALITY”
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.
16 topics
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Safe questions
Answered from the same tracked data.