Essential Oil
MaybeReturns run at only 0.3% of orders. But prices span $3.33–$14.71, mostly outside the sweet spot, so Essential Oil is a Maybe.
- Flapen Score
- 52 / 100Top 33% of 2,035 Health & Personal Care niches · +4 vs the category median of 4852
- Market size
- £1.1M/yr2.5M searches / yr
- 90-day growth
- -19.7%search demand this quarter
- Competition
- 54%top-5 click share · 18 brands · 23 sellers
Flapen Score
Essential Oil against its category
The dotted line is the Health & Personal Care average. Past it, Essential Oil is stronger. Inside it, weaker.
Market
The Essential Oil market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Essential Oil 2.5M times last year and spent an estimated £1.1M. The top 5 brands take 68% of clicks. Demand peaks in Nov–Dec. Flapen scores it 52 out of 100, a Maybe.
01 · Demand
5.3% of searches ended in a purchase last week.
Shoppers searched for this 2.5M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 5.3% of those searches ended in a purchase. Searches in the last 90 days moved -19.7% against the 90 days before. Searches, conversion and average price together put the market at an estimated £1.1M a year.
- Searches, last 12 months
- 2.5M
- Growth, 90 days vs prior 90
- -19.7%
- Conversion, latest week
- 5.3%
- Market size, estimated
- £1.1Ma year
- Peak month
- December2.1× the quietest month
- Top search term
- essential oils for diffusers for home471K searches a year
02 · Price
A sale here is worth £7.98.
Listings sell for £7.98 on average, from £3.33 to £14.71. Amazon reports units sold in ranges. This niche sold 100K to 125K a year. The average listing sells 3,000 to 4,000 of them. At £7.98 that is £24K to £32K a year per listing.
- Average price
- £7.98under the $15 to $100 sweet spot
- Price range
- £3.33–£14.71
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 100K–125K
- Units per listing a year
- 3,000–4,000
- Revenue per listing a year
- £24K–£32K
- Returns
- 0.3%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is reviews.
89% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 11.1% of listings are out of stock. The average listing ranks #12 within Alternative Medicine. It carries 7,696 reviews at 4.41 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 89%
- Prime listings
- 100%
- Out of stock, average day
- 11.1%
- Average rank
- #12in Alternative Medicine
- Average rating
- 4.41 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 7,696per listing
- Listings tracked
- 28
04 · Newcomers
Amazon counts 0 of last year's 2 launches as successful.
2 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 47 months on average, so the names here are settling in.
- Launched, last 12 months
- 2
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 47 months
Products
Top Essential Oil products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
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
- Price
- £8.88
- Rating
- 4.5/5
- Reviews
- 1,723
- Age
- 3y ago
MAYJAM Pure Essential Oil Set - 20 * 5ML Top 20 Scents Fragrance Gift Set
- Price
- £8.59
- Rating
- 4.5/5
- Reviews
- 2,905
- Age
- 3y ago
Nikura Essential Oils Blends Gift Set | Calming Essential Oils for Diffusers for Home Sleep Wax Melts | Relaxing Aromatherapy Oils | UK Made & Vegan
- Price
- £8.84
- Rating
- 4.5/5
- Reviews
- 2,036
- Age
- 4y ago
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
- Price
- £8.39
- Rating
- 4.3/5
- Reviews
- 2,255
- Age
- 1y ago
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)
- Price
- £7.60
- Rating
- 4.4/5
- Reviews
- 94,248
- Age
- 9y ago
Trending
90-day click momentum
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
- Price
- £8.75
- Rating
- 4.4/5
- Reviews
- 325
- Age
- 6mo ago
10ml Fresh Linen Fragrance Oil - Candles Bath Bombs Soap Making Reed Diffusers & Wax Melts - Cosmetic Grade - Vegan Friendly - A Rich Complex & Long Lasting Scent!
- Price
- £3.33
- Rating
- 4.4/5
- Reviews
- 3,061
- Age
- 13y ago
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
- Price
- £6.73
- Rating
- 4.4/5
- Reviews
- 33
- Age
- 8mo ago
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
- Price
- £6.88
- Rating
- 4.2/5
- Reviews
- 126
- Age
- 2y ago
LIVAANO Essential Oils Set 100% Natural Essential Oils for Diffusers for Home Massage & Relaxation | 12x5ml Essential Oil for Aromatherapy Lavender Tea Tree Gift Set
- Price
- £8.88
- Rating
- 4.5/5
- Reviews
- 1,723
- Age
- 3y ago
Newest
by launch dateHotel 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
- Price
- £8.75
- Rating
- 4.4/5
- Reviews
- 325
- Age
- 6mo ago
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
- Price
- £6.73
- Rating
- 4.4/5
- Reviews
- 33
- Age
- 8mo ago
ASAKUKI Essential Oil Blends Gift Set 6x10ml Well-Being Oils for Diffusers
- Price
- £8.09
- Rating
- 4.4/5
- Reviews
- 5,739
- Age
- 1y ago
Fresh Linen Fragrance Oils for Aromatherapy Essential Oils for Diffusers for Home Perfect for Diffuser DIY Candle and Soap Making DIY Scented Products - 100ml
- Price
- £7.57
- Rating
- 4.2/5
- Reviews
- 4,257
- Age
- 1y ago
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
- Price
- £6.31
- Rating
- 4.2/5
- Reviews
- 153
- Age
- 1y ago
Competition
Competition: brands, sellers & click share
The top 5 products take 54% of clicks. Leaders hold, but buyers still shop past 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
Essential Oil search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Nov, Dec · busiest ÷ quietest = 2.1×
Search terms
Top Essential Oil search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- 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
Reviews and returns
What reviews say buyers love and hate about Essential Oil
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
very weak aroma's
Smell is very artificial
Awful smell
gritty to touch
Not the strongest oils I have purchased
Oil
weak and fades fast
VERY weak
Not overly strong
bottles were smaller than I realised
Also small in size
very small bottles
expensive for what it is
Waste of money
Not worth the money
Love
Beautiful fragrance
Great fragrance
Amazing fragrance
Premium quality
This is very good quality set for the price
Excellent product
GOOD PRICE
Good value for the money
Excellent value for money
As described
Better than expected
Just what I wanted
Gift
Great gift
Lovely gift for a friend
Return
0.3% Return rate 9% Fixable by listing
very weak aroma's
Smell is very artificial
Awful smell
Poor quality
Its ok not the best
Not very good
bottles were smaller than I realised
Also small in size
very small bottles
2 bottles empty as they were open and leaked
Leaks
Each time unscrew pipette it leaks
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Essential Oil questions
Answered from the same tracked data.