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Diptyque

Fail

The top 5 brands take 100% of clicks, so Diptyque is a Fail.

Flapen Score
40
40 / 100
Ranks 1,670 of 2,035 Health & Personal Care niches · −8 vs the category median of 48
Market size
£64K/yr82K searches / yr
90-day growth
-21.9%search demand this quarter
Competition
66%top-5 click share · 4 brands · 31 sellers

Flapen Score

Diptyque against its category

The dotted line is the Health & Personal Care average. Past it, Diptyque is stronger. Inside it, weaker.

40Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Diptyque market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Diptyque 82K times last year and spent an estimated £64K. All 4 brands take every click. Flapen scores it 40 out of 100, a Fail.

01 · Demand

1.3% of searches ended in a purchase last week.

Shoppers searched for this 82K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 1.3% of those searches ended in a purchase. Searches in the last 90 days moved -21.9% against the 90 days before. Searches, conversion and average price together put the market at an estimated £64K a year.

Searches, last 12 months
82K
Growth, 90 days vs prior 90
-21.9%
Conversion, latest week
1.3%
Market size, estimated
£64Ka year
Top search term
diptyque36K searches a year

02 · Price

A sale here is worth £61.55.

Listings sell for £61.55 on average, from £12.83 to £138.31. Amazon reports units sold in ranges. This niche sold 1K to 2K a year. The average listing sells 0 to 100 of them. At £61.55 that is £0 to £6K a year per listing.

Average price
£61.55inside the $15 to $100 sweet spot
Price range
£12.83–£138.31
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
1K–2K
Units per listing a year
0–100
Revenue per listing a year
£0–£6K
Returns
1.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

7% of listings pay for placement with sponsored ads. 53% ship with Prime. On an average day, 4.0% of listings are out of stock. The average listing ranks #1,690 within Alternative Medicine. It carries 1,135 reviews at 4.03 stars, so a new listing needs social proof before a better product.

Sponsored listings
7%
Prime listings
53%
Out of stock, average day
4.0%
Average rank
#1,690in Alternative Medicine
Average rating
4.03 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,135per listing
Listings tracked
15

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 55 months on average, so the names here are settling in.

Launched, last 12 months
0
Successful launches
0Amazon's first-year sales bar
Average brand age
55 months

Products

Top Diptyque products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 66% of clicks. Leaders hold, but buyers still shop past them.

£0£6K£13K£19K£26K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

4 flat

Sellers

31

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

66%

Top 20: 100%

Open market

0%

  • Diptyque85%
  • NEOM Wellbeing London7%
  • Neom5%
  • This Works4%
  • Open — no brand owns it (0%)

Demand

Diptyque search demand

Weekly searches over the year, seasonality beneath. Pick a range.

6K4KBlack Friday '25Holiday '25Spike '26OctNovDecJanFebMarAprMayJunJul

Peak months: Nov, Dec · busiest ÷ quietest = 5.5× · 10 of 12 months tracked

Search terms

Top Diptyque search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • diptyque36K/yr
  • diptyque candles33K/yr
  • diptyque scented candles6K/yr
  • diptyque candle5K/yr
  • diptique2K/yr

Reviews and returns

What reviews say buyers love and hate about Diptyque

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Size-Overall38%−0.36

Candle is smaller than expected

Its tiny

OMG the candle is tiny

Smell35%+4.70

Doesnt smell - a little when box opened

Low fragrance output

Almost no smell whatever

Value For Money15%−0.02

Too expensive

Massively overpriced

A waste of money

Strength2%+0.10

It isnt as strong as the NEOM one

Love

Smell63%+4.70

Long-lasting Scent

As for the smell it is a relaxing smell

Amazing scent

Value For Money13%−0.02

Best expensive candles in the world

is pretty fair value for money as aromatherapy candles are generally pricey

Gifting Purpose8%−0.03

Beautifully gift wrapped as well

Durability4%+0.10

It lasts a decent amount of time

Return

1.1% Return rate 20% Fixable by listing

Smell58%▆██▅██

Doesnt smell - a little when box opened

Low fragrance output

Almost no smell whatever

Size-Overall19%▅▁▅█▁▁

Candle is smaller than expected

Its tiny

OMG the candle is tiny

Defective Material/Parts8%▁█▅▁▁▁
Value For Money8%▆▁▁▄▁█

Too expensive

Massively overpriced

A waste of money

Product Condition3%▁█▁▁▁▁

FAQ

Common Diptyque questions

Answered from the same tracked data.