---
title: "Jo Malone Candle — £149K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/health-personal-care/jo-malone-candle"
last_updated: "2026-07-31T10:59:41.015Z"
locale: en
meta:
description: "Niche score 54/100 · £149K/yr market · 224K searches/yr · £26.09 avg price. Soft demand (-33.4% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 54/100 · £149K/yr market · 224K searches/yr · £26.09 avg price. Soft demand (-33.4% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Jo Malone Candle — £149K/yr Amazon UK Niche (2026) - Flapen"
---
# **jo malone candle**
**Worth a look**
Shows low returns (0.7%), but soft demand (-33.4% this quarter) keeps it on the watch list.
Market size 32Growth 8Conversion 32Competition 77Returns 96Price range 73Avg price 95Brand share 47Review moat 66Quality gap 76
**Returns**
**Incredible****0.7%**
return rate — above 5% kills the launch gate
**Avg price**
**Incredible****£26.09**
avg listing price — sweet spot $15–$100
**Competition**
**Great****38%**
top-5 click share — an open shelf
**Quality gap**
**Great****4.3★**
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**
**Good****869.83**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Okay****77%**
top-5 brand share — brands hold most of the demand
**Market size**
**Okay****£149K**
£149K/yr · 224K searches
**Conversion**
**Okay****2.5%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**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 & seasonality**
Weekly Amazon search volume, last 104 weeks — -33.4% search growth over the last 90 days.
40K30KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 12.0×
[**Open Trend **](https://flapen.com/research/uk/health-personal-care/jo-malone-candle/trend)
## **Top jo malone candle search terms**
- **jo malone candle**99K/yr-26.2%1.8% conv. - **rituals candle**39K/yr-47.3%1.6% conv. - **jo malone candles**18K/yr-33.1%0.9% conv. - **jo malone candles sale**15K/yr-5.9%0.7% conv. - **calming candle**6K/yr-7.2%4.3% conv. - **relax candle**6K/yr-2.5%3.6% conv. - **rituals candles**9K/yr-24.5%2.3% conv. - **ritual candles**5K/yr-9.9%0.9% conv. - **essential oil candle**5K/yr-35.5%1.5% conv. - **relaxing candles**4K/yr-78.3%3.2% conv. [**All search terms **](https://flapen.com/research/uk/health-personal-care/jo-malone-candle/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.
0%3%£4K6%£9K9%£13K12%£18K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Lime Basil & Mandarin Travel Scented Candle**Jo Malone**£34.95**3.6★66 rev](https://www.amazon.co.uk/dp/B07C1J15SP) [2**Jo Malone English Pear & Freesia Candle Home Scented Candle 200 g**Jo Malone**£52.80**4.5★158 rev](https://www.amazon.co.uk/dp/B01I4ZLLRI) [3**Jo Malone Lime Basil & Mandarin Home Scented Candle Work Shirt**Jo Malone**£49.68**4.6★50 rev](https://www.amazon.co.uk/dp/B00EQ4Z89Y) [4**RITUALS Scented Candle from The Ritual of Ayurveda with Indian Rose and Sweet Almond Oil Up to 50 Hours of Burn Time 290g**RITUALS**£24.65**4.7★57 rev](https://www.amazon.co.uk/dp/B0FV87ZYW9) [5**Jo Malone Inspired Wax Melts| Strong Scented| 20 Pack| Luxury Gift Set Wax Melts| Over 96 Hrs Burn Time Per Box| Pet Friendly| Eco Friendly| Hand Poured in Staffordshire UK (Jo Malone Mix)**Scentered Serenity**£9.17**4.1★866 rev](https://www.amazon.co.uk/dp/B0CD2LGBR9)
**~~View all top sellers →~~**
### **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**£14.91**28 rev7mo ago](https://www.amazon.co.uk/dp/B0G59V3L2Z) [**RITUALS Scented Candle from The Ritual of Ayurveda with Indian Rose and Sweet Almond Oil Up to 50 Hours of Burn Time 290g**RITUALS**£24.65**57 rev1y ago](https://www.amazon.co.uk/dp/B0FV87ZYW9) [**RITUALS Scented Candle from The Ritual of Karma with Lotus Flower and White Tea Up to 50 Hours of Burn Time 290g**RITUALS**£24.21**39 rev1y ago](https://www.amazon.co.uk/dp/B0FV8CN72K) [**RITUALS Scented Candle from The Ritual of Jing with Lotus Flower and Jujube Up to 50 Hours of Burn Time 290g**RITUALS**£24.58**53 rev1y ago](https://www.amazon.co.uk/dp/B0FY2B7L8J) [**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**£8.75**85 rev1y ago](https://www.amazon.co.uk/dp/B0DD6CYWTS)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Scented Gift Box with Candle Reed Diffuser and Room Mist Aromatherapy Essential Oils Long Lasting Fragrance Made in the UK (Jasmine and Rosewood) (150g 100ml 30ml) - Valentte**Valentte**£29.16**4.5★**▲ 375%**](https://www.amazon.co.uk/dp/B0C6KX3CVF) [**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**£14.91**4.3★**▲ 359%**](https://www.amazon.co.uk/dp/B0G59V3L2Z) [**Chesapeake Bay Scented Candle | Serenity + Calm (Lavender Thyme) Medium Tumbler Aromatherapy Candle | Burn Time: Up to 57 Hours | Mind & Body Collection | Gifts for Women**Chesapeake Bay Candle**£7.89**3.8★**▲ 289%**](https://www.amazon.co.uk/dp/B0B27PTW58) [**Jo Malone English Pear & Freesia Candle Home Scented Candle 200 g**Jo Malone**£52.80**4.5★**▲ 285%**](https://www.amazon.co.uk/dp/B01I4ZLLRI) [**RITUALS Scented Candle from The Ritual of Karma with Lotus Flower and White Tea Up to 50 Hours of Burn Time 290g**RITUALS**£24.21**4.4★**▲ 269%**](https://www.amazon.co.uk/dp/B0FV8CN72K)
**~~View all trending →~~**
## **What buyers say about jo malone candle**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**50%
*“The scent is beautiful and long lasting”*
**Gifting Purpose**16%
*“Great gift idea”*
**Value For Money**9%
*“Good price”*
**Quality-Overall**8%
*“Excellent product”*
**Brightness/Shine/Glow**4%
*“Lovely candle very happy”*
**Sleep Quality**2%
*“Best night sleep ever”*
**Size-Overall**2%
*“Burn good size is good”*
**Color**2%
*“Excellent bright colours and burn steadily”*
**Advertised Vs Actual Product**1%
*“Accurate description”*
**Durability**1%
*“It lasts a decent amount of time”*
### **What buyers complain about **
**Smell**60%
*“if you dont like a strong fragrance”*
**Size-Overall**9%
*“It was much smaller than the spec given”*
**Value For Money**9%
*“feel expensive”*
**Strength**6%
*“Not very strong”*
**Gifting Purpose**4%
*“Has totally ruined a gift that needs sending now”*
**Durability**2%
*“does not last”*
**Brightness/Shine/Glow**1%
*“All show, not so much glow”*
**Heating**1%
*“Unfortunately these wax melts do not really melt”*
**Quality-Overall**1%
*“the rave reviews seem to be a bit overhyped”*
### **Top return reasons **
**Smell**38%
**Size-Overall**31%
**Gifting Purpose**4%
**Value For Money**4%
**Defective Material/Parts**3%
**Advertised Vs Actual Product**3%
**Product Condition**3%
**Quality-Overall**3%
**Color**2%
**Dispensing Mechanism**1%
## **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.
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