Is vanilla essential oil profitable to sell on Amazon United Kingdom?

The niche generates £62K/yr across 22 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -27.0%. Flapen's verdict: Skip it (43/100).

How competitive is the vanilla essential oil niche?

16 brands and 19 sellers compete. The top 5 products take 57% of clicks and top 5 brands hold 72% of demand.

What do buyers complain about in vanilla essential oil?

Top complaints mined from reviews: Smell, Dilute/Watery, Leak-Proof. The return rate is 0.4%.

When does demand for vanilla essential oil peak?

Demand peaks in Dec; the busiest month runs 1.8× the quietest.

What does it cost to enter the vanilla essential oil niche?

Listings span £3.36–£10.93; the average listing price is £6.29 (sweet spot $15–$100). The average incumbent carries 4,271 reviews — the moat a new listing must climb.

vanilla essential oil

Skip it

Prices mostly outside the sweet spot ($3.36–$10.93) — this niche doesn't clear our bar today.

Returns

Incredible0.4%

return rate — above 5% kills the launch gate

Conversion

Great8.9%

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

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Brand share

Good72%

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

Competition

Okay57%

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

Review moat

Bad4,270.64

avg incumbent reviews — the moat a new listing must climb

Avg price

Bad£6.29

avg listing price — sweet spot $15–$100

Market size

Bad£62K

£62K/yr · 110K searches

Growth

Bad-27.0%

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

Price range

Bad£3.36–£10.93

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

According to Flapen's Amazon United Kingdom niche tracking, vanilla essential oil is a £62K/yr Amazon United Kingdom market (110K searches/yr). The top 5 brands hold 72% of demand. Demand peaks in Dec. Verdict: Skip it — 43/100.

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

vanilla essential oil market data

Units sold / yr: 10K–13K; avg 500–750/product
Revenue / yr: £63K–£79K; units × avg price
Conversion rate: 8.9%
Avg BSR: #22
Page quality: 0%
Prime: 95%
Sponsored: 91%
Out of stock: 6.1%
Avg brand age: 49 months
Avg seller age: 188 days

Competition & brand share

The top 5 products take 57% of clicks — established leaders, but buyers still shop beyond them.

Brands

16 rising

Sellers

Top-5 brand share

72%

Top 20: 100%

Top-5 click share

57%

Top 20: 98%

Open market

21%

MAYJAM23%
nikura19%
HIQILI13%
PHATOIL9%
MUNUSNA7%
AVD ORGANICS7%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -27.0% search growth over the last 90 days.

Peak months: Dec · busiest ÷ quietest = 1.8×

Open Trend

Top vanilla essential oil search terms

vanilla essential oil49K/yr -22.4%9.3% conv.
vanilla oil18K/yr -19.2%4.9% conv.
vanilla oil for skin6K/yr -1.0%4.2% conv.
vanilla fragrance oil8K/yr -32.4%6.9% conv.
vanilla oil for diffuser6K/yr -29.7%7.4% conv.
vanilla diffuser oil6K/yr -31.6%7.8% conv.
vanilla essential oils for skin3K/yr +13.3%6.7% conv.
essential oil vanilla6K/yr -40.9%9.8% conv.
diffuser oil vanilla3K/yr -35.5%9.8% conv.
vanilla essential oils for diffuser2K/yr -82.5%12.0% conv.

All search terms

Top vanilla essential oil 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 22 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Nikura | Vanilla Fragrance Oil - 10ml | Perfect for Soap Making Candle Making Wax Melts Diffuser | Great for use in Bath Bombs Perfume Oil Perfume Scents Potpourri | Vegan & UK Made

nikura£4.144.2★184 rev

MAYJAM Vanilla Essential Oils 100ML Vanilla Oil for Diffuser Humidifier DIY Home Office

MAYJAM£6.624.3★15,267 rev

HIQILI Vanilla Essential Oil for Body Perfume Skin Aromatherapy

HIQILI£7.784.4★2,670 rev

PHATOIL Vanilla Essential Oil 100ml - 100% Pure and Natural Premium Grade Vanilla Oil for Home Aromatherapy Diffusers Skin Care Soap and Candle Making

PHATOIL£6.914.5★1,088 rev

MAYJAM Vanilla Essential Oil 10ML - Pure Undiluted - Premium Quality Essential Oils with Glass Dropper - for Diffuser and DIY Candle Making

MAYJAM£3.464.3★15,267 rev

Newest

by launch date

Vanilla Essential Oils 10ML Natural and Pure Vanilla Oil for Aromatherapy Skin Candle Soaps or Other DIY Making Includes Glass Dropper

wusiyork£3.469 rev

9mo ago

PHATOIL Vanilla Essential Oil 100ml - 100% Pure and Natural Premium Grade Vanilla Oil for Home Aromatherapy Diffusers Skin Care Soap and Candle Making

PHATOIL£6.911,088 rev

11mo ago

Vanilla Essential Oil 100ML 100% Pure & Natural Vanilla Oil for Diffuser Humidifier & Aromatherapy

MUNUSNA£7.282,633 rev

1y ago

AVD Organics Vanilla Essential Oil 30ml Premium Grade Oil for Daily use

AVD ORGANICS£7.603,947 rev

1y ago

MAYJAM Fragrance Oil 100ML Coconut & Vanilla Aromatherapy Oil with Glass Dropper Diffuser Oil for Making Candle Soap Bath Bombs

MAYJAM£6.975,489 rev

2y ago

What buyers say about vanilla essential oil

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

What buyers love

Smell71%

“the fragrance is lovely”

Quality-Overall9%

“Great value and quality arrived quickly”

Value For Money5%

“Well worth the money”

Taste-Overall2%

“Excellent vanilla essence”

Lubrication1%

“Great frangrance oil, delivered quickly”

Advertised Vs Actual Product1%

“the product is exactly what I expected”

Vegan/Organic1%

“Its good on its own or with other essential oils”

Soft Feel1%

“its more creamy and beautiful”

Sweetness1%

“Beautiful sweet and creamy scent”

Durability1%

“Would buy again lasts a long time”

What buyers complain about

Smell65%

“It smelled extremely artificial”

Dilute/Watery3%

“WATERED DOWN”

Leak-Proof3%

“Leaked in the box”

Stale/Rotten/Spoiled3%

“Gross”

Durability3%

“It dont last long”

Value For Money3%

“Im shocked, it is pricey”

Dispensing Mechanism2%

“sadly the glass for dispensing”

Sweetness2%

“not really the sweet smell I wanted”

Oily/Greasy2%

“Not really a strong vanilla essence oil”

Water Resistance2%

“WATERED DOWN”

Top return reasons

Smell62%

Functionality-Overall4%

Advertised Vs Actual Product4%

Leak-Proof4%

Strength4%

Quality-Overall4%

Compatibility-Overall3%

Skin Health2%

Natural Ingredients2%

Thin1%

Common questions

Is vanilla essential oil profitable to sell on Amazon United Kingdom?: The niche generates £62K/yr across 22 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -27.0%. Flapen's verdict: Skip it (43/100).
How competitive is the vanilla essential oil niche?: 16 brands and 19 sellers compete. The top 5 products take 57% of clicks and top 5 brands hold 72% of demand.
What do buyers complain about in vanilla essential oil?: Top complaints mined from reviews: Smell, Dilute/Watery, Leak-Proof. The return rate is 0.4%.
When does demand for vanilla essential oil peak?: Demand peaks in Dec; the busiest month runs 1.8× the quietest.
What does it cost to enter the vanilla essential oil niche?: Listings span £3.36–£10.93; the average listing price is £6.29 (sweet spot $15–$100). The average incumbent carries 4,271 reviews — the moat a new listing must climb.