Is jo malone candle profitable to sell on Amazon United Kingdom?

The niche generates £149K/yr across 42 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is -33.4%. Flapen's verdict: Worth a look (54/100).

How competitive is the jo malone candle niche?

17 brands and 90 sellers compete. The top 5 products take 38% of clicks and top 5 brands hold 77% of demand.

What do buyers complain about in jo malone candle?

Top complaints mined from reviews: Smell, Size-Overall, Value For Money. The return rate is 0.7%.

When does demand for jo malone candle peak?

Demand peaks in Nov–Dec; the busiest month runs 12.0× the quietest.

What does it cost to enter the jo malone candle niche?

Listings span £7.56–£123.28; the average listing price is £26.09 (sweet spot $15–$100). The average incumbent carries 870 reviews — the moat a new listing must climb.

jo malone candle

Worth a look

Shows low returns (0.7%), but soft demand (-33.4% this quarter) keeps it on the watch list.

Returns

Incredible0.7%

return rate — above 5% kills the launch gate

Avg price

Incredible£26.09

avg listing price — sweet spot $15–$100

Competition

Great38%

top-5 click share — an open shelf

Quality gap

Great4.3★

avg incumbent rating — lower means beatable quality

Price range

Good£7.56–£123.28

cheapest to priciest tracked listing — scored on the share inside $15–$100

Review moat

Good869.83

avg incumbent reviews — the moat a new listing must climb

Brand share

Okay77%

top-5 brand share — brands hold most of the demand

Market size

Okay£149K

£149K/yr · 224K searches

Conversion

Okay2.5%

search→purchase rate — share of searches ending in a sale

Growth

Bad-33.4%

90-day search growth — must beat 0% to launch

According to Flapen's Amazon United Kingdom niche tracking, jo malone candle is a £149K/yr Amazon United Kingdom market (224K searches/yr). The top 5 brands hold 77% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 54/100.

Data updated Jul 24, 2026 · scored weekly · How we score niches

jo malone candle market data

Units sold / yr: 5K–6K; avg 0–100/product
Revenue / yr: £130K–£157K; units × avg price
Conversion rate: 2.5%
Avg BSR: #266
Page quality: 0%
Prime: 69%
Sponsored: 55%
Out of stock: 10.4%
Avg brand age: 42 months
Avg seller age: 149 days

Competition & brand share

Clicks spread well past the top 5 (38% combined) — an open shelf where new products get seen.

Brands

17 rising

Sellers

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 & seasonality

Weekly Amazon search volume, last 104 weeks — -33.4% search growth over the last 90 days.

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

Open Trend

Top jo malone candle search terms

jo malone candle99K/yr -26.2%1.8% conv.
rituals candle39K/yr -47.3%1.6% conv.
jo malone candles18K/yr -33.1%0.9% conv.
jo malone candles sale15K/yr -5.9%0.7% conv.
calming candle6K/yr -7.2%4.3% conv.
relax candle6K/yr -2.5%3.6% conv.
rituals candles9K/yr -24.5%2.3% conv.
ritual candles5K/yr -9.9%0.9% conv.
essential oil candle5K/yr -35.5%1.5% conv.
relaxing candles4K/yr -78.3%3.2% conv.

All search terms

Top jo malone candle 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Lime Basil & Mandarin Travel Scented Candle

Jo Malone£34.953.6★66 rev

Jo Malone English Pear & Freesia Candle Home Scented Candle 200 g

Jo Malone£52.804.5★158 rev

Jo Malone Lime Basil & Mandarin Home Scented Candle Work Shirt

Jo Malone£49.684.6★50 rev

RITUALS Scented Candle from The Ritual of Ayurveda with Indian Rose and Sweet Almond Oil Up to 50 Hours of Burn Time 290g

RITUALS£24.654.7★57 rev

Scentered Serenity£9.174.1★866 rev

Newest

by launch date

NEOM Its All Rosy Scented Candle 75g (Travel) I Rose Geranium and Orange I 100% Naturally Derived Wax I 11 Essential Oils I Uplift Your Mood I Gift I Cruelty Free

Neom£14.9128 rev

7mo ago

RITUALS Scented Candle from The Ritual of Ayurveda with Indian Rose and Sweet Almond Oil Up to 50 Hours of Burn Time 290g

RITUALS£24.6557 rev

1y ago

RITUALS Scented Candle from The Ritual of Karma with Lotus Flower and White Tea Up to 50 Hours of Burn Time 290g

RITUALS£24.2139 rev

1y ago

RITUALS Scented Candle from The Ritual of Jing with Lotus Flower and Jujube Up to 50 Hours of Burn Time 290g

RITUALS£24.5853 rev

1y ago

Scented Candles Gift for Women Men Sleep Candles Gift for Anxiety Relief & Promotes Sleep Natural Soy Wax Aromatherapy Candle Ideal Gifts for Teacher Birthday Anniversary Bath Relaxation

LFENYIGI£8.7585 rev

1y ago

What buyers say about jo malone candle

What buyers praise and complain about, mined from review topics.

What buyers love

Smell50%

“The scent is beautiful and long lasting”

Gifting Purpose16%

“Great gift idea”

Value For Money9%

“Good price”

Quality-Overall8%

“Excellent product”

Brightness/Shine/Glow4%

“Lovely candle very happy”

Sleep Quality2%

“Best night sleep ever”

Size-Overall2%

“Burn good size is good”

Color2%

“Excellent bright colours and burn steadily”

Advertised Vs Actual Product1%

“Accurate description”

Durability1%

“It lasts a decent amount of time”

What buyers complain about

Smell60%

“if you dont like a strong fragrance”

Size-Overall9%

“It was much smaller than the spec given”

Value For Money9%

“feel expensive”

Strength6%

“Not very strong”

Gifting Purpose4%

“Has totally ruined a gift that needs sending now”

Durability2%

“does not last”

Brightness/Shine/Glow1%

“All show, not so much glow”

Heating1%

“Unfortunately these wax melts do not really melt”

Quality-Overall1%

“the rave reviews seem to be a bit overhyped”

Top return reasons

Smell38%

Size-Overall31%

Gifting Purpose4%

Value For Money4%

Defective Material/Parts3%

Advertised Vs Actual Product3%

Product Condition3%

Quality-Overall3%

Color2%

Dispensing Mechanism1%

Common questions

Is jo malone candle profitable to sell on Amazon United Kingdom?: The niche generates £149K/yr across 42 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is -33.4%. Flapen's verdict: Worth a look (54/100).
How competitive is the jo malone candle niche?: 17 brands and 90 sellers compete. The top 5 products take 38% of clicks and top 5 brands hold 77% of demand.
What do buyers complain about in jo malone candle?: Top complaints mined from reviews: Smell, Size-Overall, Value For Money. The return rate is 0.7%.
When does demand for jo malone candle peak?: Demand peaks in Nov–Dec; the busiest month runs 12.0× the quietest.
What does it cost to enter the jo malone candle niche?: Listings span £7.56–£123.28; the average listing price is £26.09 (sweet spot $15–$100). The average incumbent carries 870 reviews — the moat a new listing must climb.

jo malone candle

jo malone candle market data

Competition & brand share

Demand & seasonality

Top jo malone candle search terms

Top jo malone candle products on Amazon

Top sellers

Newest

Trending

What buyers say about jo malone candle

What buyers love

What buyers complain about

Top return reasons

Common questions

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