frankincense
Skip itA small market ($61K/yr) — this niche doesn't clear our bar today.
Returns
Incredible0.4%return rate — above 5% kills the launch gate
Conversion
Good5.7%search→purchase rate — share of searches ending in a sale
Brand share
Good72%top-5 brand share — brands hold most of the demand
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Competition
Okay63%top-5 click share — leaders hold, buyers still browse
Price range
Okay£3.42–£21.05cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Okay3,277.23avg incumbent reviews — the moat a new listing must climb
Avg price
Okay£9.10avg listing price — sweet spot $15–$100
Growth
Bad-2.6%90-day search growth — must beat 0% to launch
Market size
Bad£61K£61K/yr · 117K searches
According to Flapen's Amazon United Kingdom niche tracking, frankincense is a £61K/yr Amazon United Kingdom market (117K searches/yr). The top 5 brands hold 72% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 43/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
frankincense market data
- Units sold / yr
- 5K–6K
- avg 100–250/product
- Revenue / yr
- £46K–£55K
- units × avg price
- Conversion rate
- 5.7%
- Avg BSR
- #196
- Page quality
- 0%
- Prime
- 95%
- Sponsored
- 50%
- Out of stock
- 4.6%
- Avg brand age
- 56 months
- Avg seller age
- 183 days
Competition & brand share
The top 5 products take 63% of clicks — established leaders, but buyers still shop beyond them.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 & seasonality
Weekly Amazon search volume, last 82 weeks — -2.6% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 1.8×
Top frankincense search terms
- frankincense67K/yr
- frankincense resin38K/yr
- luban4K/yr
- edible frankincense4K/yr
- incense resin4K/yr
Top frankincense 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 22 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Organic Omani Hojari Frankincense Resin Raw Boswellia Sacra Natural Incense Tears | Golden Resin for Burning Aromatherapy & Spiritual Use (Churches & Mosques) Anti-Aging Agent (with Oils)
Nooraqi£6.054.8★17 rev
Pure Frankincense Gum Incense Premium Quality by Masala Cottage 25g-1.9kg (25 Grams)
Masala Cottage£4.084.2★153 rev
Nagaad Frankincense Boswellia Carterii Incense Resin - Wild Harvested - 113.6g - Aromatherapy Purification Deep Relaxation
Nagaad£16.984.6★423 rev
Rahiiq 250g: 100% Natural and Organic Premium Quality Wildcrafted Frankincense Pure Boswellia Carteri Resin (Somalia)
Rahiiq£17.514.6★204 rev
RS & AZ Frankincense Organic PREMIUM NATURAL Tears Gum Incense Aromatic Frank Incense With Royal Hojari From Oman (50 Grams)
RS & AZ£9.234.0★207 rev
Newest
by launch date
Incensera Premium Frankincense Resin from Oman 50g Boswellia Sacra Natural Incense Resin - Church Incense & Frankincense Crystals for Meditation Energy Cleansing & Aromatherapy
Incensera£8.30809 rev
Frankincense Resin 1 oz (28.4g) Premium Oman Boswellia Sacra Frankincense 100% Pure Natural Incense Resin Tears for Burning Aromatherapy Meditation & Spiritual Cleansing
M. ROSENFELD£4.4510 rev
Organic Omani Hojari Frankincense Resin Raw Boswellia Sacra Natural Incense Tears | Golden Resin for Burning Aromatherapy & Spiritual Use (Churches & Mosques) Anti-Aging Agent (with Oils)
Nooraqi£6.0517 rev
Royal Green Hojari Frankincense from Oman (Boswellia Sacra) | Edible & Chewing Frankincense | Aromatic Incense | Pure Resin (1oz)
Nooraqi£19.934 rev
Al-Hojari Frankincense Incense Resin by Nooraqi | Premium Omani Boswellia Sacra Golden Brown Resin | For Burning Aromatherapy Spiritual Use in Mosques & Churches | Natural Anti-Aging Oil Source
Nooraqi£4.994 rev
Trending
90-day click momentumFrankincense Resin 1 oz (28.4g) Premium Oman Boswellia Sacra Frankincense 100% Pure Natural Incense Resin Tears for Burning Aromatherapy Meditation & Spiritual Cleansing
M. ROSENFELD£4.453.9★
Incensera Premium Frankincense Resin from Oman 50g Boswellia Sacra Natural Incense Resin - Church Incense & Frankincense Crystals for Meditation Energy Cleansing & Aromatherapy
Incensera£8.304.6★
RS & AZ Frankincense Organic PREMIUM NATURAL Tears Gum Incense Aromatic Frank Incense With Royal Hojari From Oman (50 Grams)
RS & AZ£9.234.0★
Al-Hojari Frankincense Incense Resin by Nooraqi | Premium Omani Boswellia Sacra Golden Brown Resin | For Burning Aromatherapy Spiritual Use in Mosques & Churches | Natural Anti-Aging Oil Source
Nooraqi£4.995.0★
Royal Green Hojari Frankincense from Oman (Boswellia Sacra) | Edible & Chewing Frankincense | Aromatic Incense | Pure Resin (1oz)
Nooraqi£19.935.0★
What buyers say about frankincense
What buyers praise and complain about, mined from review topics.What buyers love
“Authentic smell”
“Perfect balance between price and quality”
“Good value”
“Organic & clean”
“product is as advertised”
“Love the Nikura range of essential oils”
“Lovely on your skin”
“Great size”
“great oil of Frankincense does the job”
“It feels soft and smooth”
What buyers complain about
“Very strong alcohol smell”
“A bit expensive for 50 grams”
“Cheap quality”
“diluted”
“So the box was damp”
“Small pieces”
“Unfortuntely it did not work for my husband”
“Its not aromatic at all”
“Very strong alcohol smell”
“as it is supposed oil the product is not oily at all smells chemical”
Top return reasons
Common questions
- Is frankincense profitable to sell on Amazon United Kingdom?
- The niche generates £61K/yr across 22 tracked products. 0 of 5 products launched in the last 360 days are still selling. 90-day search growth is -2.6%. Flapen's verdict: Skip it (43/100).
- How competitive is the frankincense niche?
- 17 brands and 43 sellers compete. The top 5 products take 63% of clicks and top 5 brands hold 72% of demand.
- What do buyers complain about in frankincense?
- Top complaints mined from reviews: Smell, Value For Money, Quality-Overall. The return rate is 0.4%.
- When does demand for frankincense peak?
- Demand peaks in Nov–Dec; the busiest month runs 1.8× the quietest.
- What does it cost to enter the frankincense niche?
- Listings span £3.42–£21.05; the average listing price is £9.10 (sweet spot $15–$100). The average incumbent carries 3,277 reviews — the moat a new listing must climb.