---
title: "candles — Niche Verdict: Worth a look (69/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/health-household/candles"
last_updated: "2026-07-14T05:07:50.057Z"
locale: en
meta:
  description: "candles shows a $26.3M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list."
  "og:description": "candles shows a $26.3M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list."
  "og:title": "candles — Niche Verdict: Worth a look (69/100) | Amazon United States - Flapen"
---

Back to Flapen home

# **candles**

**Worth a look**

Shows a $26.3M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Market size 100Growth 15Conversion 58Competition 95Returns 95Price range 78Avg price 84Brand share 76Review moat 24Quality gap 48

**Market size**

**Incredible****$26.3M**

$26.3M/yr · 29.0M searches

**Competition**

**Incredible****19%**

top-5 click share — an open shelf

**Returns**

**Incredible****1.0%**

return rate — above 6% kills the launch gate

**Avg price**

**Great****$18.40**

avg listing price — sweet spot $15–$100

**Price range**

**Great****$6.06–$46.98**

cheapest to priciest tracked listing — scored on the share inside $15–$100

**Brand share**

**Great****59%**

top-5 brand share — no brand owns this niche

**Conversion**

**Good****4.9%**

search→purchase rate — share of searches ending in a sale

**Quality gap**

**Okay****4.5★**

avg incumbent rating — lower means beatable quality

**Review moat**

**Bad****5,912.38**

avg incumbent reviews — the moat a new listing must climb

**Growth**

**Bad****-19.0%**

90-day search growth — must beat 0% to launch

## **Competition**

Clicks spread well past the top 5 (19% combined) — an open shelf where new products get seen.

**Brands**

**49 **▲rising

**Sellers**

**345**

**Top-5 brand share**

**59%**

**Open market**

**37%**

- Yankee Candle30% - AOOVOO10% - Chesapeake Bay Candle8% - Glade7% - Village Candle5% - Bath & Body Works4%

## **Product shelf**

Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.

0%2%$526K4%$1.1M6%$1.6M8%$2.1M101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 116 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![Yankee Candle Mid Summers Night Scented Candle 22oz Large Jar with up to 150 Hour Burn Giftable](https://m.media-amazon.com/images/I/41QNvGjwKPL.jpg)**Yankee Candle Mid Summers Night Scented Candle 22oz Large Jar with up to 150 Hour Burn Giftable**Yankee Candle**$16.45**4.6★1,804 rev](https://www.amazon.com/dp/B0F3DQSZKT) [2![Yankee Candle Pink Sands Scented Candle 22oz Large Jar with up to 150 Hour Burn Time Giftable Birthdays](https://m.media-amazon.com/images/I/31j0bxN8D+L.jpg)**Yankee Candle Pink Sands Scented Candle 22oz Large Jar with up to 150 Hour Burn Time Giftable Birthdays**Yankee Candle**$16.36**4.7★1,057 rev](https://www.amazon.com/dp/B0F3DQK6YY) [3![Scented Candles Set | Men Candle Set Scented Candles for Home Gifts for Men Aromatherapy Gift Set - 4 Pack Manly Gifts for Dad Fathers Day Soy Candle of Leather/Smoke & Vanilla/Oak/Lavender](https://m.media-amazon.com/images/I/41Z-9f8B87L.jpg)**Scented Candles Set | Men Candle Set Scented Candles for Home Gifts for Men Aromatherapy Gift Set - 4 Pack Manly Gifts for Dad Fathers Day Soy Candle of Leather/Smoke & Vanilla/Oak/Lavender**Auelife**$26.72**4.0★3,231 rev](https://www.amazon.com/dp/B0CC5Q5QRR) [4![Glade 1-Wick 2in1 Scented Candle Jar Hawaiian Breeze & Vanilla Passion Fruit Air Freshener Infused with Essential Oils 4.08 Oz 2 Count](https://m.media-amazon.com/images/I/41gnEWWOG2L.jpg)**Glade 1-Wick 2in1 Scented Candle Jar Hawaiian Breeze & Vanilla Passion Fruit Air Freshener Infused with Essential Oils 4.08 Oz 2 Count**Glade**$6.25**4.7★391 rev](https://www.amazon.com/dp/B0G2T1DNYB) [5![Yankee Candle Lemon Lavender Scented Candle 22oz Large Jar with up to 150 Hour Burn Time Giftable Birthdays](https://m.media-amazon.com/images/I/41x5JJ2pG2L.jpg)**Yankee Candle Lemon Lavender Scented Candle 22oz Large Jar with up to 150 Hour Burn Time Giftable Birthdays**Yankee Candle**$16.61**4.7★850 rev](https://www.amazon.com/dp/B0F3F5FHWT)

**~~View all top sellers →~~**

### **Newest**

by launch date

[![Scented Candles Gift Set Long Lasting 4 Pack Aromatherapy Candles for Home](https://m.media-amazon.com/images/I/51PajHO3IHL.jpg)**Scented Candles Gift Set Long Lasting 4 Pack Aromatherapy Candles for Home**Yinuo Candle**$22.39**3,007 rev5mo ago](https://www.amazon.com/dp/B0GD7BZ8JC) [![4 Pack Odor Eliminating Candles Set - Eliminates 95% of Pet Smoke Food and Other Smells Quickly - Air Freshing Scent of Lavender/Orange/Mint/Cotton - 28oz Soy Candles for Home Scented 200 Hours](https://m.media-amazon.com/images/I/510uEMjGUCL.jpg)**4 Pack Odor Eliminating Candles Set - Eliminates 95% of Pet Smoke Food and Other Smells Quickly - Air Freshing Scent of Lavender/Orange/Mint/Cotton - 28oz Soy Candles for Home Scented 200 Hours**Aredenua**$40.02**379 rev6mo ago](https://www.amazon.com/dp/B0FZTTHNKK) [![Glade 1-Wick 2in1 Scented Candle Jar Hawaiian Breeze & Vanilla Passion Fruit Air Freshener Infused with Essential Oils 4.08 Oz 2 Count](https://m.media-amazon.com/images/I/41gnEWWOG2L.jpg)**Glade 1-Wick 2in1 Scented Candle Jar Hawaiian Breeze & Vanilla Passion Fruit Air Freshener Infused with Essential Oils 4.08 Oz 2 Count**Glade**$6.25**391 rev6mo ago](https://www.amazon.com/dp/B0G2T1DNYB) [![Glade 1-Wick 2in1 Scented Candle Jar Moonlit Walk & Wandering Stream Air Freshener Infused with Essential Oils 4.08 Oz 2 Count](https://m.media-amazon.com/images/I/41C0zAgFayL.jpg)**Glade 1-Wick 2in1 Scented Candle Jar Moonlit Walk & Wandering Stream Air Freshener Infused with Essential Oils 4.08 Oz 2 Count**Glade**$6.06**179 rev6mo ago](https://www.amazon.com/dp/B0G2SZY6F2) [![Glade 1-Wick Scented Candle Jar Angel Whispers Air Freshener Infused with Essential Oils 4.08 Oz 2 Count](https://m.media-amazon.com/images/I/41Arcz95gRL.jpg)**Glade 1-Wick Scented Candle Jar Angel Whispers Air Freshener Infused with Essential Oils 4.08 Oz 2 Count**Glade**$6.64**242 rev6mo ago](https://www.amazon.com/dp/B0G2SZ23KQ)

**~~View all new products →~~**

### **Trending**

90-day click momentum

[![3 Pack Scented Candles-Lavender & Thyme Vanilla Cake Jasmine & Musk & Sandalwood Travel Tin Candle Set 2.2oz Each 8-10h Burn Time Soy Wax Cotton Wick](https://m.media-amazon.com/images/I/51Y6sqP7AKL.jpg)**3 Pack Scented Candles-Lavender & Thyme Vanilla Cake Jasmine & Musk & Sandalwood Travel Tin Candle Set 2.2oz Each 8-10h Burn Time Soy Wax Cotton Wick**EasyBreez**$7.56**3.8★**▲ 420%**](https://www.amazon.com/dp/B0G3B9JYJW) [![Teakwood & Mahogany Candle | Masculine Candles for Men Gifts for Men - Soy Candle for Home Scented - Scented Candles for Home Aromatherapy Gifts Long Lasting Burn Time - 7oz Black Jar](https://m.media-amazon.com/images/I/41jhfaWwDML.jpg)**Teakwood & Mahogany Candle | Masculine Candles for Men Gifts for Men - Soy Candle for Home Scented - Scented Candles for Home Aromatherapy Gifts Long Lasting Burn Time - 7oz Black Jar**Auelife**$10.36**4.0★**▲ 417%**](https://www.amazon.com/dp/B0DLN1G7G6) [![Glade 1-Wick 2in1 Scented Candle Jar Moonlit Walk & Wandering Stream Air Freshener Infused with Essential Oils 4.08 Oz 2 Count](https://m.media-amazon.com/images/I/41C0zAgFayL.jpg)**Glade 1-Wick 2in1 Scented Candle Jar Moonlit Walk & Wandering Stream Air Freshener Infused with Essential Oils 4.08 Oz 2 Count**Glade**$6.06**4.7★**▲ 404%**](https://www.amazon.com/dp/B0G2SZY6F2) [![Scented Candles Gift Set Long Lasting 4 Pack Aromatherapy Candles for Home](https://m.media-amazon.com/images/I/51PajHO3IHL.jpg)**Scented Candles Gift Set Long Lasting 4 Pack Aromatherapy Candles for Home**Yinuo Candle**$22.39**4.4★**▲ 400%**](https://www.amazon.com/dp/B0GD7BZ8JC) [![Innqoo Candle Warmer Lamp with Timer Dimmable Candle Warmer for Jar Candles Height Adjustable Wax Melts Warmer Birthday Gifts for Women Mom House Warming Gifts New Home Decor](https://m.media-amazon.com/images/I/416Exp+5oSL.jpg)**Innqoo Candle Warmer Lamp with Timer Dimmable Candle Warmer for Jar Candles Height Adjustable Wax Melts Warmer Birthday Gifts for Women Mom House Warming Gifts New Home Decor**Innqoo**$19.41**4.6★**▲ 342%**](https://www.amazon.com/dp/B0DZFGTCLR)

**~~View all trending →~~**

## **Demand & seasonality**

Weekly Amazon search volume, last 104 weeks — -19.0% search growth over the last 90 days.

1.8M1.3MPrime Day '24Spike '24Holiday '24Spike '25Prime Day '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay

Peak months: Nov, Dec · busiest ÷ quietest = 4.2×

## **Reviews**

What buyers praise and complain about, mined from review topics.

### **What buyers love **

**Smell**56%

*“Cozy Fragrance”*

**Brightness/Shine/Glow**7%

*“Very bright”*

**Quality-Overall**6%

*“Awesome quality”*

**Value For Money**6%

*“Decent price”*

**Gifting Purpose**6%

*“Beautiful Gift”*

**Durability**2%

*“Durable”*

**Advertised Vs Actual Product**2%

*“As described”*

**Warmth**2%

*“warm to make any room cozy”*

**Size-Overall**1%

*“Fits my need”*

**Color**1%

*“The colors are pretty”*

### **What buyers complain about **

**Smell**51%

*“Awful smell”*

**Size-Overall**7%

*“Extremely small”*

**Value For Money**6%

*“Pricey”*

**Quality-Overall**5%

*“Bad quality”*

**Durability**3%

*“Doesnt last”*

**Flammable**3%

*“FIRE HAZARD”*

**Strength**2%

*“Not strong”*

**Functionality-Overall**2%

*“Stopped working”*

**Advertised Vs Actual Product**2%

*“Looks are deceiving”*

**Heating**1%

*“Doesn't give off a ton of heat”*

### **Top return reasons **

**Smell**46%

**Size-Overall**25%

**Advertised Vs Actual Product**6%

**Value For Money**6%

**Functionality-Overall**3%

**Defective Material/Parts**3%

**Color**2%

**Quality-Overall**2%

**Product Condition**1%

**Heating**1%