GRIPS CUSTOMERS & RESEARCH PARTNERS
American Fire Glass, a privately held Lake Elsinore, California business that rebranded as American Fire Products in 2025, generated 57.0% of its year-to-date revenue through homedepot.com, according to in-store data from Grips Intelligence covering January 1 to August 31, 2026 across Home Depot, Lowe's, Amazon and Menards. Lowe's accounted for a further 36.7% of revenue, meaning the two home improvement giants together drove roughly 94% of the brand's tracked sales, while Amazon (4.6%) and menards.com (1.7%) remained marginal. Revenue rose 4.3% over the period tracked, though momentum cooled late in the summer with a 10.6% month-over-month decline. Average selling price climbed 17.4% overall to a brand-wide average of $52.84, even as the most recent month slipped 8.4% to $57.16. That combination of rising average prices and channel concentration suggests the brand's growth is being driven more by mix and pricing at two retailers than by broad marketplace expansion.
OVER TIME
Over the last three months, revenue on tracked channels has grew by 4% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has increased by 17% from Jun to Aug.
REVENUE SHARE
Revenue distribution across product categories for American Fire Glass on Amazon.
REVENUE SHARE
Revenue distribution across tracked channels for American Fire Glass.
BY REVIEW COUNT
Across 65K ratings on 4 channels, American Fire Glass averages 4.6★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.6
/ 5
From 65K 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
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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