fragrance oil
Skip itSoft demand (-54.1% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.3%return rate — above 5% kills the launch gate
Brand share
Great57%top-5 brand share — no brand owns this niche
Competition
Great38%top-5 click share — an open shelf
Review moat
Good1,461.47avg incumbent reviews — the moat a new listing must climb
Quality gap
Good4.5★avg incumbent rating — lower means beatable quality
Conversion
Okay3.5%search→purchase rate — share of searches ending in a sale
Avg price
Bad£8.38avg listing price — sweet spot $15–$100
Market size
Bad£35K£35K/yr · 122K searches
Price range
Bad£3.33–£15.62cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Bad-54.1%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, fragrance oil is a £35K/yr Amazon United Kingdom market (122K searches/yr). The top 5 brands hold 57% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Skip it — 44/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
fragrance oil market data
- Units sold / yr
- 4K–5K
- avg 0–100/product
- Revenue / yr
- £34K–£42K
- units × avg price
- Conversion rate
- 3.5%
- Avg BSR
- #16
- Page quality
- 0%
- Prime
- 89%
- Sponsored
- 92%
- Out of stock
- 7.5%
- Avg brand age
- 44 months
- Avg seller age
- 180 days
Competition & brand share
Clicks spread well past the top 5 (38% combined) — an open shelf where new products get seen.Brands
18 falling
Sellers
31
Top-5 brand share
57%
Top 20: 100%
Top-5 click share
38%
Top 20: 79%
Open market
35%
- MAYJAM17%
- Hyppry16%
- Moments of Bliss Cosmetics9%
- Pure Scented8%
- freshskin beauty ltd8%
- Essican Purelife7%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -54.1% search growth over the last 90 days.Peak months: Oct, Nov, Dec · busiest ÷ quietest = 4.3×
Top fragrance oil search terms
- candle scents for candle making26K/yr
- candle fragrance oil19K/yr
- scents7K/yr
- candle making scents10K/yr
- candle fragrance oil for soy wax9K/yr
- candle oil6K/yr
- fragrance oil for wax melts5K/yr
- wax melt fragrance oil4K/yr
- candle scent5K/yr
- wax melt scents4K/yr
Top fragrance 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
Hyppry Essential Oils Set Pure Natural Essential Oils for Diffuser for Home Aromatherapy Candle & Soap Making Cleaning Relaxing - Lavender Tea Tree Eucalyptus Lemon Cinnamon Jasmine
Hyppry£8.164.3★616 rev
6 x 10mL Luxury and Designer Fragrance Oil Sets - Highly Concentrated Suitable for Soaps Bath Bombs Candles diffusers Wax Melts and Sprays (Womens Designer)
Moments of Bliss Cosmetics£8.274.4★599 rev
Aoruilia 6 x 10ml Fruity Essential Oils Set for Aromatherapy Diffuser Home Fragrance Relaxing Candle Making - Strawberry Coconut Raspberry Grape Mango Cherry
Aoruilia£6.214.4★260 rev
Fragrance Oils Gift Set TOP 16 Aromatherapy Premium Grade Oils Kit Fragrance Oils for Candle Making Soap Making Diffuser Perfume Bath - 10ml/Bottle
Lagunamoon£14.714.6★1,287 rev
MAYJAM Fragrance Oil Gift Set Top 20 Essential Oils Set for Diffusers for Home Long Lasting Scented Oil Kit for Aromatherapy Bath Bombs Soap Candle Making - 20Pcs x 5ml
MAYJAM£11.954.5★6,818 rev
Newest
by launch dateMAYJAM Fragrance Oil Gift Set Top 20 Essential Oils Set for Diffusers for Home Long Lasting Scented Oil Kit for Aromatherapy Bath Bombs Soap Candle Making - 20Pcs x 5ml
MAYJAM£11.956,818 rev
SNOWSEN Summer Fragrance Oil Set Tropical Essential Oil for Diffuser Scented Oils for Soap Making Candle DIY Spray Slime Scent Includes Plumeria Watermelon Coconut Ocean Breeze and More
SNOWSEN£6.68590 rev
SALKING Clean Fragrance Oils Essential Oils Gift Set Diffuser Oils Scented Oils for Soaps Candle Making - Lemongrass Fresh Cotton Fresh Linen Cherry Blossom Soap Clean Air Aloe
SALKING£6.74215 rev
MAYJAM Fragrance Oil 100ML Coconut & Vanilla Aromatherapy Oil with Glass Dropper Diffuser Oil for Making Candle Soap Bath Bombs
MAYJAM£6.975,489 rev
Aoruilia 6 x 10ml Fruity Essential Oils Set for Aromatherapy Diffuser Home Fragrance Relaxing Candle Making - Strawberry Coconut Raspberry Grape Mango Cherry
Aoruilia£6.21260 rev
Trending
90-day click momentum
Freshskin Beauty LTD | Fragrance Oil Set - Fresh (5 x 10ml) - Candles Bath Bombs Soap Making Reed Diffusers & Wax Melts - Cosmetic Grade - Vegan Friendly
freshskin beauty ltd£8.285.0★
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★
Baby Powder 10ml Fragrance Oil Multi Listing - Freshskin Fragrance Oils - Candles Bath Bombs Soap Making & Wax Melts - Cosmetic Grade - A Rich Complex & Long Lasting Scent!
freshskin beauty ltd£3.354.5★
SNOWSEN Summer Fragrance Oil Set Tropical Essential Oil for Diffuser Scented Oils for Soap Making Candle DIY Spray Slime Scent Includes Plumeria Watermelon Coconut Ocean Breeze and More
SNOWSEN£6.684.4★
Hyppry Floral Fragrance Oils Set 14 x 5 ML Natural Essential Oils for Diffusers for Home Candle Making - Lavender Rose Freesia Ylang-Ylang Jasmine Chamomile Neroli Cherry Blossom
Hyppry£8.174.4★
What buyers say about fragrance oil
What buyers praise and complain about, mined from review topics.What buyers love
“Beautiful scent”
“Great value”
“Good variety”
“Lovely gift”
“Better than expected”
“Strong and lasting”
“They're quite strong”
“Amazing oils”
“Love it so nice and fresh”
“Smalls amazing”
What buyers complain about
“Artificial smell”
“Oil sense small a mazing”
“Smaller bottles than expected”
“Not strong”
“does not last”
“Not worth the money”
“Misleading Description”
“NO CINNAMON”
“Bottle leaked everywhere”
“Wasteful and unmanageable”
Top return reasons
Common questions
- Is fragrance oil profitable to sell on Amazon United Kingdom?
- The niche generates £35K/yr across 38 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -54.1%. Flapen's verdict: Skip it (44/100).
- How competitive is the fragrance oil niche?
- 18 brands and 31 sellers compete. The top 5 products take 38% of clicks and top 5 brands hold 57% of demand.
- What do buyers complain about in fragrance oil?
- Top complaints mined from reviews: Smell, Oily/Greasy, Size-Overall. The return rate is 0.3%.
- When does demand for fragrance oil peak?
- Demand peaks in Oct–Nov–Dec; the busiest month runs 4.3× the quietest.
- What does it cost to enter the fragrance oil niche?
- Listings span £3.33–£15.62; the average listing price is £8.38 (sweet spot $15–$100). The average incumbent carries 1,461 reviews — the moat a new listing must climb.