Is candles profitable to sell on Amazon United Kingdom?

The niche generates £2.6M/yr across 37 tracked products. 6 of 8 products launched in the last 360 days are still selling. 90-day search growth is -34.8%. Flapen's verdict: Worth a look (61/100).

How competitive is the candles niche?

29 brands and 91 sellers compete. The top 5 products take 37% of clicks and top 5 brands hold 38% of demand.

What do buyers complain about in candles?

Top complaints mined from reviews: Smell, Size-Overall, Quality-Overall. The return rate is 0.4%.

When does demand for candles peak?

Demand peaks in Nov–Dec; the busiest month runs 7.2× the quietest.

What does it cost to enter the candles niche?

Listings span £2.15–£16.47; the average listing price is £9.23 (sweet spot $15–$100). The average incumbent carries 1,452 reviews — the moat a new listing must climb.

candles

Worth a look

Shows low returns (0.4%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.4%

return rate — above 5% kills the launch gate

Market size

Incredible£2.6M

£2.6M/yr · 7.5M searches

Brand share

Incredible38%

top-5 brand share — no brand owns this niche

Competition

Great37%

top-5 click share — an open shelf

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Review moat

Good1,451.68

avg incumbent reviews — the moat a new listing must climb

Conversion

Okay3.7%

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

Avg price

Okay£9.23

avg listing price — sweet spot $15–$100

Price range

Bad£2.15–£16.47

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

Growth

Bad-34.8%

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

Signals No Dominant Brand Low Review Barrier

According to Flapen's Amazon United Kingdom niche tracking, candles is a £2.6M/yr Amazon United Kingdom market (7.5M searches/yr). The top 5 brands hold 38% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 61/100.

Data updated Jul 24, 2026 · scored weekly · How we score niches

candles market data

Units sold / yr: 300K–400K; avg 3,000–4,000/product
Revenue / yr: £2.8M–£3.7M; units × avg price
Conversion rate: 3.7%
Avg BSR: #102
Page quality: 0%
Prime: 100%
Sponsored: 73%
Out of stock: 10.5%
Avg brand age: 40 months
Avg seller age: 166 days

Competition & brand share

Clicks spread well past the top 5 (37% combined) — an open shelf where new products get seen.

Brands

29 falling

Sellers

Top-5 brand share

38%

Top 20: 88%

Top-5 click share

37%

Top 20: 82%

Open market

57%

Yankee Candle14%
Woodwick7%
TTRWIN6%
CHILLFLAME6%
EasyBreez5%
IDEALHOUSE5%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -34.8% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 7.2×

Open Trend

Top candles search terms

candles2.8M/yr -37.4%1.6% conv.
candle1.6M/yr -29.4%1.4% conv.
candles gifts for women1.0M/yr -19.1%2.6% conv.
scented candles721K/yr -41.6%2.5% conv.
scented candle149K/yr -35.4%2.0% conv.
candle set171K/yr -31.8%2.5% conv.
candle gift set197K/yr -23.6%1.9% conv.
large candle119K/yr -49.3%0.1% conv.
candle gift78K/yr -4.5%1.4% conv.
scented candles gifts for women114K/yr -25.0%2.5% conv.

All search terms

Top candles products on Amazon

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

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

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Yankee Candle Gift Set - 6pcs Votive Scented Candles Mixed Popular Fragrances Candles Gifts for Women Mothers Day Gifts Birthdays (6x49g)

Yankee Candle£10.914.2★58 rev

TTRWIN Scented Candle Gift Set 4 Pack Natural Soy Candle Gifts for Women

TTRWIN£9.434.3★524 rev

CHILLFLAME Candle Set Scented Candle Gift Set for Her 3 Scented Votive Candles Birthday Gifts for Women/Men (Pink+Purple+White 200g)

CHILLFLAME£7.954.4★582 rev

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£5.774.3★141 rev

IDEALHOUSE Scented Candles Gift Set Soy Wax Candles of Vanilla Honey Fresh Rose and Lavender Perfect Candles Gifts Set for Women Birthdays Weddings Christmas Yoga Bath

IDEALHOUSE£9.504.4★1,712 rev

Newest

by launch date

Yankee Candle Gift Set - 6pcs Votive Scented Candles Mixed Popular Fragrances Candles Gifts for Women Mothers Day Gifts Birthdays (6x49g)

Yankee Candle£10.9158 rev

5mo ago

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£5.77141 rev

8mo ago

Arcasire Mint & Jasmine Scented Candle Luxury Candles for Women 8oz Soy Wax Candle 50 Hours Burn Time Ideal Candle Gift for Women and Men Birthdays Christmas Weddings Bath (Mint & Jasmine)

Arcasire£11.34105 rev

8mo ago

Scented Candles Gift Set Soy Wax Candles of Lavender & Jasmine Orange darwood 3 x 4.2oz 90 Hours Burn Time Perfect Candles Gifts for Women Birthdays Christmas Mothers Day Valentines Day

Fulasofia£9.12125 rev

10mo ago

Glade Scented Candle Sleeved Infused with Essential Oils Made without Palm oil Up to 25 Hour Burn Time Floral Cherries Pack of 6 (6x 108g) Packaging May Vary

glade£8.94112 rev

11mo ago

What buyers say about candles

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

What buyers love

Smell33%

“natural smell”

Gifting Purpose19%

“Birthday gift”

Value For Money11%

“Excellent value”

Quality-Overall10%

“The quality feels consistent across the pack”

Brightness/Shine/Glow7%

“give off a nice warm glow”

Advertised Vs Actual Product3%

“Great, just what I needed”

Design-Overall2%

“It looks very stylish”

Durability2%

“durability”

Size-Overall2%

“they fit well”

Ease Of Use1%

“handy”

What buyers complain about

Smell34%

“the smell of smoke spread everywhere”

Size-Overall13%

“Wick too small”

Quality-Overall6%

“Not good quality”

Value For Money6%

“just looks very cheap for the price”

Durability5%

“Broke within a month”

Advertised Vs Actual Product3%

“Poorly advertised”

Brightness/Shine/Glow3%

“Lots of them do not work light them”

Heating3%

“There is a warning on the base of each tin to say that the tin can get very hot”

Strength2%

“The wick is very flimsy”

Flammable2%

“burnt through base”

Top return reasons

Size-Overall27%

Smell22%

Gifting Purpose9%

Functionality-Overall8%

Defective Material/Parts7%

Advertised Vs Actual Product4%

Value For Money4%

Color4%

Quality-Overall2%

Product Condition2%

Common questions

Is candles profitable to sell on Amazon United Kingdom?: The niche generates £2.6M/yr across 37 tracked products. 6 of 8 products launched in the last 360 days are still selling. 90-day search growth is -34.8%. Flapen's verdict: Worth a look (61/100).
How competitive is the candles niche?: 29 brands and 91 sellers compete. The top 5 products take 37% of clicks and top 5 brands hold 38% of demand.
What do buyers complain about in candles?: Top complaints mined from reviews: Smell, Size-Overall, Quality-Overall. The return rate is 0.4%.
When does demand for candles peak?: Demand peaks in Nov–Dec; the busiest month runs 7.2× the quietest.
What does it cost to enter the candles niche?: Listings span £2.15–£16.47; the average listing price is £9.23 (sweet spot $15–$100). The average incumbent carries 1,452 reviews — the moat a new listing must climb.