Is sage profitable to sell on Amazon United Kingdom?

The niche generates £1.8M/yr across 12 tracked products. 2 of 4 products launched in the last 360 days are still selling. 90-day search growth is -20.1%. Flapen's verdict: Worth a look (51/100).

How competitive is the sage niche?

8 brands and 45 sellers compete. The top 5 products take 76% of clicks and top 5 brands hold 91% of demand.

What do buyers complain about in sage?

Top complaints mined from reviews: Size-Overall, Smell, Quality-Overall. The return rate is 0.2%.

When does demand for sage peak?

Demand peaks in Dec; the busiest month runs 1.7× the quietest.

What does it cost to enter the sage niche?

Listings span £1.15–£384.82; the average listing price is £40.80 (sweet spot $15–$100). The average incumbent carries 6,355 reviews — the moat a new listing must climb.

sage

Worth a look

Shows low returns (0.2%), but soft demand (-20.1% this quarter) keeps it on the watch list.

Returns

Incredible0.2%

return rate — above 5% kills the launch gate

Avg price

Incredible£40.80

avg listing price — sweet spot $15–$100

Market size

Great£1.8M

£1.8M/yr · 410K searches

Conversion

Great10.5%

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Review moat

Bad6,355.42

avg incumbent reviews — the moat a new listing must climb

Brand share

Bad91%

top-5 brand share — brand-locked demand

Price range

Bad£1.15–£384.82

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

Competition

Bad76%

top-5 click share — a locked-up shelf

Growth

Bad-20.1%

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

According to Flapen's Amazon United Kingdom niche tracking, sage is a £1.8M/yr Amazon United Kingdom market (410K searches/yr). The top 5 brands hold 91% of demand. Demand peaks in Dec. Verdict: Worth a look — 51/100.

Data updated Jul 25, 2026 · scored weekly · How we score niches

sage market data

Units sold / yr: 40K–50K; avg 2,500–3,000/product
Revenue / yr: £1.6M–£2.0M; units × avg price
Conversion rate: 10.5%
Avg BSR: #46
Page quality: 0%
Prime: 100%
Sponsored: 92%
Out of stock: 0.0%
Avg brand age: 46 months
Avg seller age: 164 days

Competition & brand share

The top 5 products capture 76% of clicks — a locked-up shelf that new listings rarely crack.

Brands

8 falling

Sellers

Top-5 brand share

91%

Top 20: 100%

Top-5 click share

76%

Top 20: 100%

Open market

VIE64%
Anima9%
SARIMOIRE7%
Earth Light5%
Calmveda5%
Satya4%
Open — no brand owns it (2 brands, 5%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -20.1% search growth over the last 90 days.

Peak months: Dec · busiest ÷ quietest = 1.7×

Open Trend

Top sage search terms

sage173K/yr -12.8%5.5% conv.
sage smudge stick103K/yr -29.2%10.0% conv.
white sage33K/yr -22.4%7.7% conv.
smudge sticks25K/yr -24.8%3.8% conv.
white sage smudge sticks16K/yr -26.6%8.8% conv.
sage sticks9K/yr -9.3%9.0% conv.
burning sage7K/yr -13.7%8.1% conv.
sage for cleansing6K/yr -19.1%6.4% conv.
sage stick5K/yr -14.6%11.3% conv.
sage burning kit4K/yr +11.1%3.8% conv.

All search terms

Top sage 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 12 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

VIE Slimline White Sage Smudge Sticks Pack of 2 Natural Energy Cleansing and Home Purification Meditation Spiritual Practice Ethically Sourced Herb Bundle

VIE£4.234.3★162 rev

Anima Premium Energy Cleansing Set White Sage Smudge Sticks Palo Santo Sticks Clear Quartz & Selenite Crystal with Smudge Bowl for Crystals & Home Cleansing Meditation & Manifestation

Anima£21.354.5★301 rev

VIE Pack of 2 White Sage Smudge Sticks(4)Premium Natural & Ethically Sourced for Smudging Home Cleansing Meditation & Energy Healing | Remove Negative Energy & Bad Vibes | Spiritual & New Home Gift

VIE£6.364.6★1,056 rev

VIE Sage Smudge Stick 4 Inch Pack of 1 Classic White Sage Natural Energy Cleansing Home Purification Meditation and Spiritual Healing Ethically Sourced

VIE£4.394.5★1,804 rev

Earth Light White Sage Smudge Sticks 3 Pack Natural Dried Bundles for Cleansing & Meditation | Ethically Sourced Incense for Energy Healing Mindfulness Rituals & Home Purification

Earth Light£5.984.3★27 rev

Newest

by launch date

Earth Light White Sage Smudge Sticks 3 Pack Natural Dried Bundles for Cleansing & Meditation | Ethically Sourced Incense for Energy Healing Mindfulness Rituals & Home Purification

Earth Light£5.9827 rev

2mo ago

Organic White Sage Smudge Sticks - for Cleansing Negative Energy (24+ Sage Sticks 9 Inches) Thick California White Sage Incense Sticks with Real Leaves | Protection Incense Sticks for Daily Smudging

Calmveda£8.0810,595 rev

9mo ago

VIE Slimline White Sage Smudge Sticks Pack of 2 Natural Energy Cleansing and Home Purification Meditation Spiritual Practice Ethically Sourced Herb Bundle

VIE£4.23162 rev

10mo ago

Sage Barista Express No Temp Control Jug Brushed Stainless Steel

Sage£384.822,685 rev

10mo ago

Anima Premium Energy Cleansing Set White Sage Smudge Sticks Palo Santo Sticks Clear Quartz & Selenite Crystal with Smudge Bowl for Crystals & Home Cleansing Meditation & Manifestation

Anima£21.35301 rev

1y ago

What buyers say about sage

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

What buyers love

Smell34%

“Great Smell”

Quality-Overall16%

“The product itself seems well presented”

Value For Money8%

“Good value”

Advertised Vs Actual Product5%

“Does the job”

Gifting Purpose5%

“Amazing for a gift”

Size-Overall5%

“Theyre a good size”

Ease Of Use3%

“easy to use”

Ease Of Cleaning3%

“If you are entirely new to the practice of smudging and want to experiment with its purifying benefits and cleansing rituals, this serves as an excellent, budget-friendly starting pack”

Durability3%

“They don't break up or fall apart upon the first use”

Flavor2%

“Very nice flavour”

What buyers complain about

Size-Overall19%

“Quite small”

Smell17%

“Just an off sort of smell”

Quality-Overall11%

“the scale of failure in quality is pretty high”

Value For Money8%

“Waste of Money”

Flammable8%

“Its a constant struggle to keep it burning—it went out on me four times in three hours”

Moist/Dry7%

“It appears a though they may have got damp”

Advertised Vs Actual Product3%

“Pictures seem deliberately misleading”

Functionality-Overall2%

“They don't work”

Thickness2%

“Tinier than I thought”

Durability2%

“Just run out a little quicker than I expected”

Top return reasons

Size-Overall24%

Smell24%

Gifting Purpose13%

Functionality-Overall8%

Flammable7%

Adhesion/Stickiness5%