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Small Candles

Maybe

Returns run at only 0.3% of orders. But demand is soft, at -29.3% this quarter, so Small Candles is a Maybe.

Flapen Score
53
53 / 100
Top 29% of 2,035 Health & Personal Care niches · +5 vs the category median of 48
Market size
£89K/yr255K searches / yr
90-day growth
-29.3%search demand this quarter
Competition
40%top-5 click share · 35 brands · 93 sellers

Flapen Score

Small Candles against its category

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

53Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Small Candles market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Small Candles 255K times last year and spent an estimated £89K. The top 5 brands take 42% of clicks. Demand peaks in Sep–Oct–Nov–Dec. Flapen scores it 53 out of 100, a Maybe.

01 · Demand

3.6% of searches ended in a purchase last week.

Shoppers searched for this 255K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 3.6% of those searches ended in a purchase. Searches in the last 90 days moved -29.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £89K a year.

Searches, last 12 months
255K
Growth, 90 days vs prior 90
-29.3%
Conversion, latest week
3.6%
Market size, estimated
£89Ka year
Peak month
November15.9× the quietest month
Top search term
small candles57K searches a year

02 · Price

A sale here is worth £9.63.

Listings sell for £9.63 on average, from £3.21 to £26.03. Amazon reports units sold in ranges. This niche sold 10K to 13K a year. The average listing sells 100 to 250 of them. At £9.63 that is £963 to £2K a year per listing.

Average price
£9.63under the $15 to $100 sweet spot
Price range
£3.21–£26.03
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
10K–13K
Units per listing a year
100–250
Revenue per listing a year
£963–£2K
Returns
0.3%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

88% of listings pay for placement with sponsored ads. 98% ship with Prime. On an average day, 12.7% of listings are out of stock. The average listing ranks #109 within Alternative Medicine. It carries 1,146 reviews at 4.39 stars, so a new listing needs social proof before a better product.

Sponsored listings
88%
Prime listings
98%
Out of stock, average day
12.7%
Average rank
#109in Alternative Medicine
Average rating
4.39 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,146per listing
Listings tracked
43

04 · Newcomers

Amazon counts 3 of last year's 9 launches as successful.

9 products launched here in the last 12 months. Amazon counts 3 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 36 months on average, so the names here are settling in.

Launched, last 12 months
9
Successful launches
3Amazon's first-year sales bar
Average brand age
36 months

Products

Top Small Candles 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 40% of clicks. An open shelf where new products get seen.

£0£3K£5K£8K£11K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

35 falling

Sellers

93

Top-5 brand share

42%

Top 20: 81%

Top-5 click share

40%

Top 20: 81%

Open market

50%

  • Yankee Candle13%
  • delka11%
  • Fyne-Finds9%
  • --8%
  • Aptliton6%
  • AOTOIE4%

Demand

Small Candles search demand

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

60K40KSpike '24Black Friday '24Prime Day '25Holiday '25SepDecMarJunAugNovMarMay

Peak months: Sep, Oct, Nov, Dec · busiest ÷ quietest = 15.9×

Search terms

Top Small Candles search terms shoppers use

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

  • small candles57K/yr
  • mini candles35K/yr
  • votive candles50K/yr
  • small candle26K/yr
  • mini candle18K/yr
  • mini candles for gift bags11K/yr
  • small candles multipack7K/yr
  • small candles for gifts12K/yr
  • small scented candles9K/yr
  • pack of candles7K/yr

Reviews and returns

What reviews say buyers love and hate about Small Candles

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

Complain

Smell25%−0.09

Just have a slight smell

the smell of smoke spread everywhere

No smell

Size-Overall16%−0.11

Wick too small

the wicks are a little short

Too small

Quality-Overall11%−0.03

Not good quality

it still didn't look as good as it should have

Rubbish

Value For Money6%+0.88

just looks very cheap for the price

slightly over priced for what they are

For me personally they are a little on the small side for the price

Advertised Vs Actual Product5%+0.06

Poorly advertised

Not as advertised

Not as described

Love

Smell32%−0.09

Great aroma

Smells lush

Great fragrances

Gifting Purpose16%+3.08

Cute gift

Beautiful gift

pretty good for a gift

Value For Money14%+0.88

Good value for money

Excellent value for money

Good for the money

Quality-Overall12%−0.03

The quality feels consistent across the pack

Excellent Quality & A Perfect Present

Good Quality

Advertised Vs Actual Product6%+0.06

As described

As advertised

Exactly as pictured

Return

0.3% Return rate 50% Fixable by listing

Size-Overall39%▅▆▇▇█▅

Wick too small

the wicks are a little short

Too small

Smell17%▆█▄▄▅▃

Just have a slight smell

the smell of smoke spread everywhere

No smell

Gifting Purpose13%▂▂▂▆▃█
Advertised Vs Actual Product7%▄▁▄█▂▅

Poorly advertised

Not as advertised

Not as described

Value For Money5%▅█▂▁▆▅

just looks very cheap for the price

slightly over priced for what they are

For me personally they are a little on the small side for the price

FAQ

Common Small Candles questions

Answered from the same tracked data.