GRIPS CUSTOMERS & RESEARCH PARTNERS
Duraflame's in-store performance from January to June 2026 reveals Amazon's dominance, commanding 70.1% of total revenue share across tracked channels, according to data from Grips Intelligence. The brand experienced significant headwinds over this period, with overall revenue declining 41.9% and average product pricing falling 22.4%. Despite the challenging market environment, Duraflame maintained a diverse retail footprint beyond Amazon, with Lowe's capturing 20.0% share, while the brand's average price point stabilized at approximately $20. The pronounced revenue contraction signals potential market saturation or shifting consumer purchasing patterns in the fireplace fuel category.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 42% from Apr to Jun.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 22% from Apr to Jun.
REVENUE SHARE
Revenue distribution across product categories for Duraflame on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for Duraflame.
BY REVENUE
Duraflame sells 81% online and 19% offline. Online runs through 2 channels; offline through 3.
Online
81%
19%
Offline
Online channels
81%
Offline channels
19%
BY REVIEW COUNT
Across 622K ratings on 4 channels, Duraflame averages 4.4★. Most reviews for the products are in the 4.2–4.4 range.
BRAND AVERAGE
4.4
/ 5
From 622K ratings
Products are bracketed by their average rating, so all of an individual product's reviews fall into one bracket. This isn't a per-star breakdown of individual reviews.
BY REVENUE
$76.64
Price
$1.05M
Revenue
$259.99
Price
$690K
Revenue
$259.99
Price
$472K
Revenue
$111.97
Price
$323K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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