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Sage

Maybe

Returns run at only 0.2% of orders. But demand is soft, at -20.1% this quarter, so Sage is a Maybe.

Flapen Score
51
51 / 100
Top 36% of 2,035 Health & Personal Care niches · +3 vs the category median of 48
Market size
£1.8M/yr410K searches / yr
90-day growth
-20.1%search demand this quarter
Competition
76%top-5 click share · 8 brands · 45 sellers

Flapen Score

Sage against its category

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

51Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Sage market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Sage 410K times last year and spent an estimated £1.8M. The top 5 brands take 91% of clicks. Demand peaks in Dec. Flapen scores it 51 out of 100, a Maybe.

01 · Demand

10.5% of searches ended in a purchase last week.

Shoppers searched for this 410K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 10.5% of those searches ended in a purchase. Searches in the last 90 days moved -20.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated £1.8M a year.

Searches, last 12 months
410K
Growth, 90 days vs prior 90
-20.1%
Conversion, latest week
10.5%
Market size, estimated
£1.8Ma year
Peak month
December1.7× the quietest month
Top search term
sage173K searches a year

02 · Price

A sale here is worth £40.80.

Listings sell for £40.80 on average, from £1.15 to £384.82. Amazon reports units sold in ranges. This niche sold 40K to 50K a year. The average listing sells 2,500 to 3,000 of them. At £40.80 that is £102K to £122K a year per listing.

Average price
£40.80inside the $15 to $100 sweet spot
Price range
£1.15–£384.82
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
40K–50K
Units per listing a year
2,500–3,000
Revenue per listing a year
£102K–£122K
Returns
0.2%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is ads and reviews.

92% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #46 within Wellness. It carries 6,355 reviews at 4.53 stars, so a new listing needs social proof before a better product.

Sponsored listings
92%
Prime listings
100%
Out of stock, average day
0.0%
Average rank
#46in Wellness
Average rating
4.53 starsAmazon United Kingdom average 4.36 stars
Average reviews
6,355per listing
Listings tracked
12

04 · Newcomers

Amazon counts 2 of last year's 4 launches as successful.

4 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 46 months on average, so the names here are settling in.

Launched, last 12 months
4
Successful launches
2Amazon's first-year sales bar
Average brand age
46 months

Products

Top Sage 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 76% of clicks. A locked shelf that new listings rarely crack.

£0£263K£526K£789K£1.1M101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

8 falling

Sellers

45

Top-5 brand share

91%

Top 20: 100%

Top-5 click share

76%

Top 20: 100%

Open market

5%

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

Demand

Sage search demand

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

13K8KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Dec · busiest ÷ quietest = 1.7×

Search terms

Top Sage search terms shoppers use

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

  • sage173K/yr
  • sage smudge stick103K/yr
  • white sage33K/yr
  • smudge sticks25K/yr
  • white sage smudge sticks16K/yr
  • sage sticks9K/yr
  • burning sage7K/yr
  • sage for cleansing6K/yr
  • sage stick5K/yr
  • sage burning kit4K/yr

Reviews and returns

What reviews say buyers love and hate about Sage

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

Complain

Size-Overall19%−0.08

Quite small

Hahaha tiny sticks

Absolutely tiny

Smell17%+1.65

Just an off sort of smell

Smell is awful

Not a strong scent to them

Quality-Overall11%+0.52

the scale of failure in quality is pretty high

Extremely poor quality

The quality is subpar considering the price point

Value For Money8%−0.01

Waste of Money

Waste of money

Awful waste of money

Flammable8%−0.05

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

It burns out quickly too

Poor burning

Love

Smell34%+1.65

Great Smell

It has a powerful, pleasing aroma

Long lasting smell

Quality-Overall16%+0.52

The product itself seems well presented

No complaints

Good quality

Value For Money8%−0.01

Good value

Good value for money

well worth the money

Advertised Vs Actual Product5%+0.22

Does the job

Exactly as advertised

As described

Gifting Purpose5%+0.69

Amazing for a gift

Lovely gift

Came well boxed and with instructions, so they are good for gifting

Return

0.2% Return rate 29% Fixable by listing

Size-Overall24%▄▇▃▁█▃

Quite small

Hahaha tiny sticks

Absolutely tiny

Smell24%█▁▅▅▁█

Just an off sort of smell

Smell is awful

Not a strong scent to them

Gifting Purpose13%▁▁▃█▅▂
Functionality-Overall8%▁▇█▁▁▁

They don't work

Flammable7%▁▁▁▁▁█

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

It burns out quickly too

Poor burning

FAQ

Common Sage questions

Answered from the same tracked data.