Is christmas wax melts profitable to sell on Amazon United Kingdom?

The niche generates £23K/yr across 6 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -38.7%. Flapen's verdict: Skip it (30/100).

How competitive is the christmas wax melts niche?

4 brands and 7 sellers compete. The top 5 products take 92% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in christmas wax melts?

Top complaints mined from reviews: Smell, Breathability. The return rate is 0.4%.

When does demand for christmas wax melts peak?

Demand peaks in Oct–Nov–Dec; the busiest month runs 218.2× the quietest.

What does it cost to enter the christmas wax melts niche?

Listings span £4.21–£11.40; the average listing price is £8.63 (sweet spot $15–$100). The average incumbent carries 966 reviews — the moat a new listing must climb.

christmas wax melts

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.4%

return rate — above 5% kills the launch gate

Quality gap

Incredible3.9★

avg incumbent rating — lower means beatable quality

Review moat

Good966.17

avg incumbent reviews — the moat a new listing must climb

Conversion

Okay2.9%

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

Avg price

Bad£8.63

avg listing price — sweet spot $15–$100

Competition

Bad92%

top-5 click share — a locked-up shelf

Market size

Bad£23K

£23K/yr · 91K searches

Growth

Bad-38.7%

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

Brand share

Bad100%

top-5 brand share — brand-locked demand

Price range

Bad£4.21–£11.40

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

Signals Quality Gap

According to Flapen's Amazon United Kingdom niche tracking, christmas wax melts is a £23K/yr Amazon United Kingdom market (91K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Skip it — 30/100.

Data updated Jul 27, 2026 · scored weekly · How we score niches

christmas wax melts market data

Units sold / yr: 5K–6K; avg 100–250/product
Revenue / yr: £43K–£52K; units × avg price
Conversion rate: 2.9%
Avg BSR: #533
Page quality: 0%
Prime: 100%
Sponsored: 83%
Out of stock: 41.3%
Avg brand age: 43 months
Avg seller age: 167 days

Competition & brand share

The top 5 products capture 92% of clicks — a locked-up shelf that new listings rarely crack.

Brands

4 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

92%

Top 20: 100%

Open market

SCENTORINI45%
SALKING33%
Balneaves14%
Hampshire Candles8%

Demand & seasonality

Weekly Amazon search volume, last 103 weeks — -38.7% search growth over the last 90 days.

Peak months: Oct, Nov, Dec · busiest ÷ quietest = 218.2×

Open Trend

Top christmas wax melts search terms

christmas wax melts56K/yr +5.6%1.2% conv.
wax melts christmas scents7K/yr -55.1%0.8% conv.
winter wax melts4K/yr -57.8%1.8% conv.
wax melts christmas8K/yr -67.4%4.5% conv.
christmas melts4K/yr -10.5%0.0% conv.
christmas wax melt3K/yr -50.0%0.0% conv.
xmas wax melts5K/yr -89.3%0.0% conv.
christmas wax melts strong scented4K/yr -100.0%0.0% conv.

All search terms

Top christmas wax melts 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 6 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Christmas Scented Wax Melts Soy Wax Melts Holiday Scent Wax Cubes/Tarts for Burner - Christmas Wreath Apple Cinnamon Gingerbread Candy Cane Eggnog Christmas Pudding Cranberry Sugar Cookie

SALKING£11.404.3★987 rev

SCENTORINI Wax Melt Gift Set with 6 Scents Soy Wax Cubes in Red Box Ideal for Home Fragrance Lovers Sweet Home Mistletoe Candy Canes Freshly Cut Fraser Fir Fireside Embers

SCENTORINI£7.903.0★8 rev

Balneaves£7.394.4★323 rev

SCENTORINI Wax Melt Gift Set with 12 Scents Soy Wax Cubes in Red Box Ideal for Home Fragrance Lovers

SCENTORINI£10.253.5★14 rev

SCENTORINI Scented Wax Melts for Oil Burners Winter Fragrance Wax Melts Soy Wax Cube Gift Set for Christmas Christmas Decoration Room Fragrances 8 Fragrances Pumpkins Orange Cinnamon Cider

SCENTORINI£10.624.2★4,354 rev

Newest

by launch date

SCENTORINI Wax Melt Gift Set with 6 Scents Soy Wax Cubes in Red Box Ideal for Home Fragrance Lovers Sweet Home Mistletoe Candy Canes Freshly Cut Fraser Fir Fireside Embers

SCENTORINI£7.908 rev

11mo ago

SCENTORINI Wax Melt Gift Set with 12 Scents Soy Wax Cubes in Red Box Ideal for Home Fragrance Lovers

SCENTORINI£10.2514 rev

11mo ago

Christmas Scented Wax Melts Soy Wax Melts Holiday Scent Wax Cubes/Tarts for Burner - Christmas Wreath Apple Cinnamon Gingerbread Candy Cane Eggnog Christmas Pudding Cranberry Sugar Cookie

SALKING£11.40987 rev

2y ago

SCENTORINI Scented Wax Melts for Oil Burners Winter Fragrance Wax Melts Soy Wax Cube Gift Set for Christmas Christmas Decoration Room Fragrances 8 Fragrances Pumpkins Orange Cinnamon Cider

SCENTORINI£10.624,354 rev

2y ago

Balneaves£7.39323 rev

3y ago

What buyers say about christmas wax melts

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

What buyers love

Smell88%

“Lovely scent from the melts very nice”

What buyers complain about

Smell75%

“when they were melting you couldn't really smell anything”

Breathability13%

“I wont hold my breath”

Top return reasons

Smell100%

Common questions

Is christmas wax melts profitable to sell on Amazon United Kingdom?: The niche generates £23K/yr across 6 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -38.7%. Flapen's verdict: Skip it (30/100).
How competitive is the christmas wax melts niche?: 4 brands and 7 sellers compete. The top 5 products take 92% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in christmas wax melts?: Top complaints mined from reviews: Smell, Breathability. The return rate is 0.4%.
When does demand for christmas wax melts peak?: Demand peaks in Oct–Nov–Dec; the busiest month runs 218.2× the quietest.
What does it cost to enter the christmas wax melts niche?: Listings span £4.21–£11.40; the average listing price is £8.63 (sweet spot $15–$100). The average incumbent carries 966 reviews — the moat a new listing must climb.