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Jo Malone Candle

Maybe

Returns run at only 0.7% of orders. But demand is soft, at -33.4% this quarter, so Jo Malone Candle is a Maybe.

Flapen Score
54
54 / 100
Top 25% of 2,035 Health & Personal Care niches · +6 vs the category median of 48
Market size
£149K/yr224K searches / yr
90-day growth
-33.4%search demand this quarter
Competition
38%top-5 click share · 17 brands · 90 sellers

Flapen Score

Jo Malone Candle against its category

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

54Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Jo Malone Candle market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Jo Malone Candle 224K times last year and spent an estimated £149K. The top 5 brands take 77% of clicks. Demand peaks in Nov–Dec. Flapen scores it 54 out of 100, a Maybe.

01 · Demand

2.5% of searches ended in a purchase last week.

Shoppers searched for this 224K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 2.5% of those searches ended in a purchase. Searches in the last 90 days moved -33.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated £149K a year.

Searches, last 12 months
224K
Growth, 90 days vs prior 90
-33.4%
Conversion, latest week
2.5%
Market size, estimated
£149Ka year
Peak month
December12.0× the quietest month
Top search term
jo malone candle99K searches a year

02 · Price

A sale here is worth £26.09.

Listings sell for £26.09 on average, from £7.56 to £123.28. Amazon reports units sold in ranges. This niche sold 5K to 6K a year. The average listing sells 0 to 100 of them. At £26.09 that is £0 to £3K a year per listing.

Average price
£26.09inside the $15 to $100 sweet spot
Price range
£7.56–£123.28
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
5K–6K
Units per listing a year
0–100
Revenue per listing a year
£0–£3K
Returns
0.7%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

55% of listings pay for placement with sponsored ads. 69% ship with Prime. On an average day, 10.4% of listings are out of stock. The average listing ranks #266 within Alternative Medicine. It carries 870 reviews at 4.29 stars, so a new listing needs social proof before a better product.

Sponsored listings
55%
Prime listings
69%
Out of stock, average day
10.4%
Average rank
#266in Alternative Medicine
Average rating
4.29 starsAmazon United Kingdom average 4.36 stars
Average reviews
870per listing
Listings tracked
42

04 · Newcomers

Amazon counts 2 of last year's 3 launches as successful.

3 products launched here in the last 12 months. Amazon counts 2 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 42 months on average, so the names here are settling in.

Launched, last 12 months
3
Successful launches
2Amazon's first-year sales bar
Average brand age
42 months

Products

Top Jo Malone Candle 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 only 38% of clicks. An open shelf where new products get seen.

£0£4K£9K£13K£18K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

17 rising

Sellers

90

Top-5 brand share

77%

Top 20: 100%

Top-5 click share

38%

Top 20: 79%

Open market

19%

  • Jo Malone37%
  • RITUALS20%
  • Scentered Serenity8%
  • Neom7%
  • Valentte5%
  • TRINIDa5%

Demand

Jo Malone Candle search demand

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

40K30KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Nov, Dec · busiest ÷ quietest = 12.0×

Search terms

Top Jo Malone Candle search terms shoppers use

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

  • jo malone candle99K/yr
  • rituals candle39K/yr
  • jo malone candles18K/yr
  • jo malone candles sale15K/yr
  • calming candle6K/yr
  • relax candle6K/yr
  • rituals candles9K/yr
  • ritual candles5K/yr
  • essential oil candle5K/yr
  • relaxing candles4K/yr

Reviews and returns

What reviews say buyers love and hate about Jo Malone Candle

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

Complain

Smell60%−0.37

if you dont like a strong fragrance

Low fragrance output

No scent

Size-Overall9%−0.02

It was much smaller than the spec given

Tiny bottle

Small votive candles

Value For Money9%+0.35

feel expensive

A waste of money

Overpriced

Strength6%−0.03

Not very strong

this product was weak

not very strong

Gifting Purpose4%+2.30

Has totally ruined a gift that needs sending now

Very disappointing as I'd bought it for a gift

Love

Smell50%−0.37

The scent is beautiful and long lasting

Subtle and long lasting fragrance

Amazing fragrance

Gifting Purpose16%+2.30

Great gift idea

Great gift

Lovely for a gift

Value For Money9%+0.35

Good price

Great value for money

Great value

Quality-Overall8%+1.14

Excellent product

Good quality

Very pleased with the quality and performance

Brightness/Shine/Glow4%+0.25

Lovely candle very happy

Gorgeous candle

Great candles

Return

0.7% Return rate 40% Fixable by listing

Smell38%▄█▇▆▆▆

if you dont like a strong fragrance

Low fragrance output

No scent

Size-Overall31%█▄▅▃▅▃

It was much smaller than the spec given

Tiny bottle

Small votive candles

Gifting Purpose4%▃▂▁▁▄█

Has totally ruined a gift that needs sending now

Very disappointing as I'd bought it for a gift

Value For Money4%▇▁▃▇█▅

feel expensive

A waste of money

Overpriced

Defective Material/Parts3%▁▅█▁▁▅

FAQ

Common Jo Malone Candle questions

Answered from the same tracked data.