GRIPS CUSTOMERS & RESEARCH PARTNERS
American Fire Glass, the privately held company owned by Matt Doll and operating under the rebranded name American Fire Products, generated an average product price of $52.84 across in-store channels during the January to August 2026 period, according to Grips Intelligence data. The brand's revenue is heavily concentrated on Home Depot, which commands 57.0% of total channel share, followed by Lowe's at 36.7%, while Amazon and Menards together represent just 6.3% of sales. Overall pricing increased 17.4% year-to-date, though recent months showed a modest 8.4% price decline, while revenue growth of 4.3% overall masks a 10.6% drop in the most recent measured month. Top-performing products span a wide price range from entry-level lava rock items under $22 to premium stainless steel components exceeding $500, demonstrating strong product portfolio diversification across home improvement retailers.
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 18% 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 52K 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 52K 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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