essential oil
Worth a lookShows low returns (0.3%), but prices mostly outside the sweet spot ($3.33–$14.71) keeps it on the watch list.
Returns
Incredible0.3%return rate — above 5% kills the launch gate
Market size
Great£1.1M£1.1M/yr · 2.5M searches
Brand share
Good68%top-5 brand share — brands hold most of the demand
Conversion
Good5.3%search→purchase rate — share of searches ending in a sale
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Competition
Good54%top-5 click share — leaders hold, buyers still browse
Review moat
Bad7,696.18avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£7.98avg listing price — sweet spot $15–$100
Growth
Bad-19.7%90-day search growth — must beat 0% to launch
Price range
Bad£3.33–£14.71cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, essential oil is a £1.1M/yr Amazon United Kingdom market (2.5M searches/yr). The top 5 brands hold 68% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 52/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
essential oil market data
- Units sold / yr
- 100K–125K
- avg 3,000–4,000/product
- Revenue / yr
- £798K–£998K
- units × avg price
- Conversion rate
- 5.3%
- Avg BSR
- #12
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 89%
- Out of stock
- 11.1%
- Avg brand age
- 47 months
- Avg seller age
- 167 days
Competition & brand share
The top 5 products take 54% of clicks — established leaders, but buyers still shop beyond them.Brands
18 falling
Sellers
23
Top-5 brand share
68%
Top 20: 100%
Top-5 click share
54%
Top 20: 90%
Open market
27%
- Livaano22%
- MAYJAM18%
- nikura18%
- WECONA5%
- Pure Aroma5%
- Aoruilia5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -19.7% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 2.1×
Top essential oil search terms
- essential oils for diffusers for home471K/yr
- essential oil650K/yr
- diffuser oil424K/yr
- essential oils217K/yr
- fragrance oil109K/yr
- nikura essential oils98K/yr
- aromatherapy oil83K/yr
- essential oils set86K/yr
- oil for diffuser51K/yr
- diffuser oils57K/yr
Top essential oil 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
LIVAANO Essential Oils Set 100% Natural Essential Oils for Diffusers for Home Massage & Relaxation | 12x5ml Essential Oil for Aromatherapy Lavender Tea Tree Gift Set
Livaano£8.884.5★1,723 rev
MAYJAM Pure Essential Oil Set - 20 * 5ML Top 20 Scents Fragrance Gift Set
MAYJAM£8.594.5★2,905 rev
Nikura Essential Oils Blends Gift Set | Calming Essential Oils for Diffusers for Home Sleep Wax Melts | Relaxing Aromatherapy Oils | UK Made & Vegan
nikura£8.844.5★2,036 rev
Premium Hotel Fragrance Oil Collection for Diffusers Essential Oils for Diffusers for Home Hotel Diffuser Fragrance Oils Spa & Candle Making White Tea Citrus Luxe Velvet Night and More - 6x10ml
WECONA£8.394.3★2,255 rev
Essential Oils by Pure Aroma 100% Pure Therapeutic Grade Oils kit- Top 6 Aromatherapy Oils Gift Set-6 Pack 10ML(Eucalyptus Lavender Lemon Grass Orange Peppermint Tea Tree)
Pure Aroma£7.604.4★94,248 rev
Newest
by launch date
Hotel Collection Essential Oils for Diffusers for Home - 6 x 10 ml Luxury Scented Oil Set with Luxury Night Jasmine Peppermint White Tea Citrus Happiness My Way Hotel Lobby Gift for Women and Men
Chanhyer£8.75325 rev
Essential Oils for Diffusers for Home Birthday Gifts Teacher Gifts for Women Diffuser Oil for DIY Candle Aromatherapy Humidifiers Peppermint Tea Tree Lavender Eucalyptus Orange Citronella
ORIENTLEAF£6.7333 rev
ASAKUKI Essential Oil Blends Gift Set 6x10ml Well-Being Oils for Diffusers
ASAKUKI£8.095,739 rev
Fresh Linen Fragrance Oils for Aromatherapy Essential Oils for Diffusers for Home Perfect for Diffuser DIY Candle and Soap Making DIY Scented Products - 100ml
PHATOIL£7.574,257 rev
Aoruilia Clean Essential Oils Set 6 x 10ml Laundry Fragrance Oils for Diffusers Soap Making - Eucalyptus & Cotton Bergamot Black Tea Cardamom & Cedar Baby Powder Clean Breeze Fresh Linen
Aoruilia£6.31153 rev
Trending
90-day click momentumHotel Collection Essential Oils for Diffusers for Home - 6 x 10 ml Luxury Scented Oil Set with Luxury Night Jasmine Peppermint White Tea Citrus Happiness My Way Hotel Lobby Gift for Women and Men
Chanhyer£8.754.4★
10ml Fresh Linen Fragrance Oil - Candles Bath Bombs Soap Making Reed Diffusers & Wax Melts - Cosmetic Grade - Vegan Friendly - A Rich Complex & Long Lasting Scent!
freshskin beauty ltd£3.334.4★
Essential Oils for Diffusers for Home Birthday Gifts Teacher Gifts for Women Diffuser Oil for DIY Candle Aromatherapy Humidifiers Peppermint Tea Tree Lavender Eucalyptus Orange Citronella
ORIENTLEAF£6.734.4★
SoulOrigin Clean Essential Oils Set Fragrance Oil Set for Oil Diffusers Home Scented Oils 6x10ml - Beach Sage Laundry Detergent Citrus Burst Lavender Fields Fresh Linen Warm Petals Fresh Cotton
SoulOrigin£6.884.2★
LIVAANO Essential Oils Set 100% Natural Essential Oils for Diffusers for Home Massage & Relaxation | 12x5ml Essential Oil for Aromatherapy Lavender Tea Tree Gift Set
Livaano£8.884.5★
What buyers say about essential oil
What buyers praise and complain about, mined from review topics.What buyers love
“Beautiful fragrance”
“Premium quality”
“GOOD PRICE”
“As described”
“Gift”
“Easy to use”
“Strong and lasting”
“Lovely set of oils highly recommend”
“Feels fresh when arrive home”
“They're quite strong”
What buyers complain about
“very weak aroma's”
“gritty to touch”
“weak and fades fast”
“bottles were smaller than I realised”
“expensive for what it is”
“Poor quality”
“because they could easily break”
“2 bottles empty as they were open and leaked”
“Synthetic product not Natural”
“It's so diluted”
Top return reasons
Common questions
- Is essential oil profitable to sell on Amazon United Kingdom?
- The niche generates £1.1M/yr across 28 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -19.7%. Flapen's verdict: Worth a look (52/100).
- How competitive is the essential oil niche?
- 18 brands and 23 sellers compete. The top 5 products take 54% of clicks and top 5 brands hold 68% of demand.
- What do buyers complain about in essential oil?
- Top complaints mined from reviews: Smell, Oily/Greasy, Strength. The return rate is 0.3%.
- When does demand for essential oil peak?
- Demand peaks in Nov–Dec; the busiest month runs 2.1× the quietest.
- What does it cost to enter the essential oil niche?
- Listings span £3.33–£14.71; the average listing price is £7.98 (sweet spot $15–$100). The average incumbent carries 7,696 reviews — the moat a new listing must climb.