Is vanilla candle profitable to sell on Amazon United Kingdom?

The niche generates £209K/yr across 36 tracked products. 5 of 10 products launched in the last 360 days are still selling. 90-day search growth is -50.0%. Flapen's verdict: Skip it (47/100).

How competitive is the vanilla candle niche?

16 brands and 73 sellers compete. The top 5 products take 41% of clicks and top 5 brands hold 84% of demand.

What do buyers complain about in vanilla candle?

Top complaints mined from reviews: Smell, Size-Overall, Value For Money. The return rate is 0.3%.

When does demand for vanilla candle peak?

Demand peaks in Jan–Jul–Aug–Dec; the busiest month runs 5.4× the quietest.

What does it cost to enter the vanilla candle niche?

Listings span £2.15–£20.36; the average listing price is £10.93 (sweet spot $15–$100). The average incumbent carries 1,131 reviews — the moat a new listing must climb.

vanilla candle

Skip it

Soft demand (-50.0% this quarter) — this niche doesn't clear our bar today.

Returns

Incredible0.3%

return rate — above 5% kills the launch gate

Competition

Good41%

top-5 click share — leaders hold, buyers still browse

Conversion

Good5.1%

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

Review moat

Good1,130.83

avg incumbent reviews — the moat a new listing must climb

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Market size

Okay£209K

£209K/yr · 370K searches

Avg price

Okay£10.93

avg listing price — sweet spot $15–$100

Brand share

Okay84%

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

Price range

Okay£2.15–£20.36

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

Growth

Bad-50.0%

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

According to Flapen's Amazon United Kingdom niche tracking, vanilla candle is a £209K/yr Amazon United Kingdom market (370K searches/yr). The top 5 brands hold 84% of demand. Demand peaks in Jan–Jul–Aug–Dec. Verdict: Skip it — 47/100.

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

vanilla candle market data

Units sold / yr: 15K–20K; avg 250–500/product
Revenue / yr: £164K–£219K; units × avg price
Conversion rate: 5.1%
Avg BSR: #130
Page quality: 0%
Prime: 100%
Sponsored: 72%
Out of stock: 4.0%
Avg brand age: 37 months
Avg seller age: 160 days

Competition & brand share

The top 5 products take 41% of clicks — established leaders, but buyers still shop beyond them.

Brands

16 flat

Sellers

Top-5 brand share

84%

Top 20: 100%

Top-5 click share

41%

Top 20: 84%

Open market

14%

glade56%
Yankee Candle17%
Woodwick5%
NORVENCE4%
mepure3%
Wax Lyrical2%
Open — no brand owns it (10 brands, 14%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -50.0% search growth over the last 90 days.

Peak months: Jan, Jul, Aug, Dec · busiest ÷ quietest = 5.4×

Open Trend

Top vanilla candle search terms

vanilla candle132K/yr -45.2%2.8% conv.
glade candles68K/yr -56.3%6.1% conv.
glade candle22K/yr -53.7%4.3% conv.
vanilla scented candles13K/yr -19.1%0.8% conv.
vanilla candles22K/yr -56.0%2.1% conv.
candle vanilla16K/yr -41.7%2.2% conv.
yankee candle vanilla20K/yr -62.8%6.0% conv.
vanilla candles scented10K/yr -57.6%2.7% conv.
glade candles scented pack of 68K/yr -34.0%9.5% conv.
candles vanilla9K/yr -37.7%3.0% conv.

All search terms

Top vanilla 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

Glade Jar Candle Scented Candle Infused with Essential Oils Made Without Palm Oil Up to 25 Hour Burn Time Vanilla Blossom Pack of 6 (6x108g)

glade£9.934.5★48 rev

Glade Scented Candle Sleeved Infused with Essential Oils Made without Palm oil Up to 25 Hour Burn Time Floral Cherries Pack of 6 (6x 108g) Packaging May Vary

glade£8.944.6★112 rev

Yankee Candle Scented Candle | Vanilla Large Jar | Long Burning Candles: up to 150 Hours | Perfect Gifts for Women

Yankee Candle£19.384.6★5,684 rev

Glade Jar Candle Scented Candle Infused with Essential Oils Made without Palm oil Up to 25 Hour Burn Time Relaxing Zen Pack of 6 (6x108g)

glade£9.994.4★86 rev

Glade Jar Candle Scented Candle Infused with Essential Oils Made Without Palm Oil Up to 25 Hour Burn Time Bali Sandalwood & Jasmine Pack of 6 (6x108g)

glade£10.374.4★51 rev

Newest

by launch date

Yankee Candle Scented Candle | French Vanilla Large Jar | Long Burning Candles: up to 150 Hours | Perfect Gifts for Women

Yankee Candle£20.3630 rev

5mo ago

Vanilla Soy Wax Scented Candle 210g Hand-Poured Candle with Double Cotton Wicks Warm Sweet & Creamy Scent Medium Strength Clean-Burning Glass Jar Candle for Relaxation & Gifting

mepure£12.716 rev

6mo ago

Glade Scented Candle Anti-Odour 108g

glade£2.6743 rev

10mo ago

Glade Scented Candle Sleeved Infused with Essential Oils Made without Palm oil Up to 25 Hour Burn Time Floral Cherries Pack of 6 (6x 108g) Packaging May Vary

glade£8.94112 rev

11mo ago

Glade Scented Candle Sleeved Infused with Essential Oils Made without Palm oil Up to 25 Hour Burn Time Limited Edition Christmas Candle Warm Apple Pie Pack of 6 (6x 108g)

glade£10.99120 rev

11mo ago

What buyers say about vanilla candle

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

What buyers love

Smell65%

“Subtle fragrance”

Value For Money12%

“Good value for money”

Brightness/Shine/Glow4%

“Good Candles”

Gifting Purpose3%

“Great for a gift”

Quality-Overall3%

“Premium quality is guaranteed with established make”

Durability2%

“They are a good size and they last and last”

Size-Overall1%

“a great size”

Design-Overall1%

“The glass holder has a gradient pink design with a swirl pattern and is nicely detailed”

Warmth1%

“as it fills the room with a warm”

Shape/Style0%

“Look pretty,”

What buyers complain about

Smell53%

“No scent at all”

Size-Overall11%

“Was very disappointed in the size”

Value For Money7%

“At £29.99 they are not cheap”

Durability4%

“doesnt last at all”

Flammable1%

“However when the candle is burning it is a big flame and very smoky”

Weight Heavy1%

“the jar is heavy”

Top return reasons

Smell48%

Size-Overall22%

Defective Material/Parts4%

Functionality-Overall4%

Gifting Purpose4%

Color4%

Value For Money4%