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Frankincense

Fail

Shoppers spend only $61K a year here, so Frankincense is a Fail.

Flapen Score
43
43 / 100
Ranks 1,437 of 2,035 Health & Personal Care niches · −5 vs the category median of 48
Market size
£61K/yr117K searches / yr
90-day growth
-2.6%search demand this quarter
Competition
63%top-5 click share · 17 brands · 43 sellers

Flapen Score

Frankincense against its category

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

43Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Frankincense market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Frankincense 117K times last year and spent an estimated £61K. The top 5 brands take 72% of clicks. Demand peaks in Nov–Dec. Flapen scores it 43 out of 100, a Fail.

01 · Demand

5.7% of searches ended in a purchase last week.

Shoppers searched for this 117K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 5.7% of those searches ended in a purchase. Searches in the last 90 days moved -2.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £61K a year.

Searches, last 12 months
117K
Growth, 90 days vs prior 90
-2.6%
Conversion, latest week
5.7%
Market size, estimated
£61Ka year
Peak month
December1.8× the quietest month
Top search term
frankincense67K searches a year

02 · Price

A sale here is worth £9.10.

Listings sell for £9.10 on average, from £3.42 to £21.05. Amazon reports units sold in ranges. This niche sold 5K to 6K a year. The average listing sells 100 to 250 of them. At £9.10 that is £910 to £2K a year per listing.

Average price
£9.10under the $15 to $100 sweet spot
Price range
£3.42–£21.05
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
5K–6K
Units per listing a year
100–250
Revenue per listing a year
£910–£2K
Returns
0.4%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

50% of listings pay for placement with sponsored ads. 95% ship with Prime. On an average day, 4.6% of listings are out of stock. The average listing ranks #196 within Alternative Medicine. It carries 3,277 reviews at 4.42 stars, so a new listing needs social proof before a better product.

Sponsored listings
50%
Prime listings
95%
Out of stock, average day
4.6%
Average rank
#196in Alternative Medicine
Average rating
4.42 starsAmazon United Kingdom average 4.36 stars
Average reviews
3,277per listing
Listings tracked
22

04 · Newcomers

Amazon counts 0 of last year's 5 launches as successful.

5 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 56 months on average, so the names here are settling in.

Launched, last 12 months
5
Successful launches
0Amazon's first-year sales bar
Average brand age
56 months

Products

Top Frankincense 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 63% of clicks. Leaders hold, but buyers still shop past them.

£0£6K£12K£18K£24K1101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

17 falling

Sellers

43

Top-5 brand share

72%

Top 20: 100%

Top-5 click share

63%

Top 20: 98%

Open market

20%

  • Nooraqi26%
  • Masala Cottage19%
  • Nagaad9%
  • Rahiiq9%
  • Incensera8%
  • RS & AZ8%

Demand

Frankincense search demand

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

4K3KSpike '25Prime Day '25Black Friday '25Spike '26JanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

Peak months: Nov, Dec · busiest ÷ quietest = 1.8×

Search terms

Top Frankincense search terms shoppers use

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

  • frankincense67K/yr
  • frankincense resin38K/yr
  • luban4K/yr
  • edible frankincense4K/yr
  • incense resin4K/yr

Reviews and returns

What reviews say buyers love and hate about Frankincense

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

Complain

Smell49%−0.17

Very strong alcohol smell

Smells wicked in burner

Very disappointed with smell

Value For Money6%+1.05

A bit expensive for 50 grams

Not worth it

Waste of money

Quality-Overall6%+2.78

Cheap quality

Very poor quality

There are other better quality, small sizes

Dilute/Watery5%−0.05

diluted

I got water flavoured of frankincense it runs like a drop of water and even eveporates

Moist/Dry3%−0.03

So the box was damp

Love

Smell41%−0.17

Authentic smell

Fragrance is long lasting

Like the smell

Quality-Overall30%+2.78

Perfect balance between price and quality

Excellent quality, just what I wanted for my incense burner

Excellent product

Value For Money9%+1.05

Good value

Value for money

Excellent value

Vegan/Organic2%+0.31

Organic & clean

Organic

Very good organic oil

Advertised Vs Actual Product2%−0.02

product is as advertised

does what its want

exactly as described

Return

0.4% Return rate 10% Fixable by listing

Smell49%▇█▆▇▆▅

Very strong alcohol smell

Smells wicked in burner

Very disappointed with smell

Leak-Proof21%▃▆▇▄▆█
Advertised Vs Actual Product6%█▁▄▇█▄
Size-Overall4%█▅▁▅▁▁

Small pieces

Quality-Overall3%█▃▁█▁▁

Cheap quality

Very poor quality

There are other better quality, small sizes

FAQ

Common Frankincense questions

Answered from the same tracked data.