Is woodwick candle profitable to sell on Amazon United Kingdom?

The niche generates £673K/yr across 30 tracked products. 0 of 3 products launched in the last 360 days are still selling. 90-day search growth is -54.3%. Flapen's verdict: Worth a look (51/100).

How competitive is the woodwick candle niche?

4 brands and 35 sellers compete. The top 5 products take 45% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in woodwick candle?

Top complaints mined from reviews: Size-Overall, Smell, Value For Money. The return rate is 1.3%.

When does demand for woodwick candle peak?

Demand peaks in Oct–Nov–Dec; the busiest month runs 12.3× the quietest.

What does it cost to enter the woodwick candle niche?

Listings span £7.69–£24.83; the average listing price is £15.57 (sweet spot $15–$100). The average incumbent carries 1,348 reviews — the moat a new listing must climb.

woodwick candle

Worth a look

Shows low returns (1.3%), but soft demand (-54.3% this quarter) keeps it on the watch list.

Returns

Great1.3%

return rate — above 5% kills the launch gate

Avg price

Great£15.57

avg listing price — sweet spot $15–$100

Market size

Good£673K

£673K/yr · 807K searches

Competition

Good45%

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

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Conversion

Good5.4%

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

Price range

Good£7.69–£24.83

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

Review moat

Good1,347.83

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-54.3%

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

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United Kingdom niche tracking, woodwick candle is a £673K/yr Amazon United Kingdom market (807K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Worth a look — 51/100.

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

woodwick candle market data

Units sold / yr: 40K–50K; avg 750–1,000/product
Revenue / yr: £623K–£779K; units × avg price
Conversion rate: 5.4%
Avg BSR: #175
Page quality: 0%
Prime: 90%
Sponsored: 70%
Out of stock: 12.8%
Avg brand age: 29 months
Avg seller age: 185 days

Competition & brand share

The top 5 products take 45% of clicks — established leaders, but buyers still shop beyond them.

Brands

4 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

45%

Top 20: 88%

Open market

Woodwick89%
DECO EXPRESS5%
ShopZee Trading Ltd5%
Wick & Windsor1%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -54.3% search growth over the last 90 days.

Peak months: Oct, Nov, Dec · busiest ÷ quietest = 12.3×

Open Trend

Top woodwick candle search terms

woodwick candle313K/yr -48.8%3.1% conv.
woodwick candles crackling94K/yr -62.1%2.9% conv.
crackle wick candle81K/yr -60.6%1.5% conv.
woodwick62K/yr -45.1%2.5% conv.
crackle candle28K/yr -60.4%1.3% conv.
wood wick candle23K/yr -54.3%3.3% conv.
crackling wick candle29K/yr -54.4%3.0% conv.
woodwick candles41K/yr -67.7%2.4% conv.
wood wick candles crackling25K/yr -34.6%3.3% conv.
crackling candle19K/yr -55.2%2.8% conv.

All search terms

Top woodwick 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★)1 product missing review or click data not plotted

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

WoodWick | Large Candle | Fireside | Great Gift for Women

Woodwick£16.004.6★2,963 rev

WoodWick Scented Candle with Crackling Wick | Vanilla & Sea Salt Mini Hourglass Candle | Up to 20 Hours Burn Time | Perfect Gifts for Women

Woodwick£7.814.0★548 rev

WoodWick Large Hourglass Scented Candle | Vanilla Bean | with Crackling Wick | Long Burning Candles: up to 130 Hours | Gifts for Women

Woodwick£16.304.6★2,948 rev

WoodWick Large Hourglass Trilogy Scented Candle | Calming Retreat | with Crackling Wick | Burn Time: Up to 130 Hours

Woodwick£18.774.6★1,649 rev

WoodWick Scented Candle with Crackling Wick | White Tea & Jasmine Mini Hourglass Candle | Up to 20 Hours Burn Time | Perfect Gifts for Women

Woodwick£7.763.8★992 rev

Newest

by launch date

Crackle Wick 3-Layer Scented Crackling Wooden Wick Candle in Elegant Ellipse Glass Jar with Lid 485g - Includes ShopZee Candle Safety Tips Guide (Exotic Blooms)

ShopZee Trading Ltd£16.463 rev

12mo ago

Crackle Wick 3-Layer Scented Crackling Wooden Wick Candle in Elegant Ellipse Glass Jar with Lid 485g - Includes ShopZee Candle Safety Tips Guide (Coffee Shop)

ShopZee Trading Ltd£18.640 rev

1y ago

WoodWick Scented Candle with Crackling Wick | Rouge Oud Ellipse Candle | Long Burning Candles: Up to 50 Hours Burn Time | Perfect Gifts for Women

Woodwick£18.7240 rev

1y ago

DECO EXPRESS Scented Candles Double Wick Crackle Candles Long 50 Hours Burn Time Calming & Cosy Home Decor Birthday Valentines Day & Mothers Day Decor & Gift Idea (Black Cherry)

DECO EXPRESS£11.1856 rev

2y ago

DECO EXPRESS Scented Candles Double Wick Crackle Candles Long 50 Hours Burn Time Calming & Cosy Home Decor Birthday Valentines Day & Mothers Day Decor & Gift Idea (Sandalwood/Patchouli)

DECO EXPRESS£12.8486 rev

2y ago

What buyers say about woodwick candle

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

What buyers love

Smell53%

“Gorgeous smell”

Brightness/Shine/Glow10%

“Cool Candle”

Gifting Purpose8%

“Nice gift for someone”

Quality-Overall7%

“Top quality candles great sent”

Value For Money4%

“great product, great price”

Durability2%

“Lasts forever and really crackly”

Advertised Vs Actual Product1%

“As described”

Size-Overall1%

“Looks good and a perfect size”

Fire Resistance1%

“the wick really does give you that open fire crackle”

Shape/Style0%

“a pleasing shape”

What buyers complain about

Size-Overall35%

“Only thing was smaller candle than expected”

Smell22%

“unfortunately the candles did not smell of anything”

Value For Money9%

“feel expensive”

Quality-Overall4%

“Very poor performance”

Noise Level3%

“has a little crackling sound”

Breathability2%

“My pet was trying to breathe”

Flammable2%

“it burns while crackling makes you feel like your in front of a fire”

Brightness/Shine/Glow1%

“the Rick was very low not very bright”

Gifting Purpose1%

“I didn't see it in action as it was a gift for someone else”

Advertised Vs Actual Product1%

“Photos very misleading”

Top return reasons

Size-Overall57%

Smell15%

Defective Material/Parts5%

Value For Money4%

Functionality-Overall3%

Advertised Vs Actual Product2%

Quality-Overall2%

Gifting Purpose2%