Is floating candles profitable to sell on Amazon United Kingdom?

The niche generates £125K/yr across 24 tracked products. 0 of 9 products launched in the last 360 days are still selling. 90-day search growth is -8.5%. Flapen's verdict: Skip it (46/100).

How competitive is the floating candles niche?

18 brands and 32 sellers compete. The top 5 products take 57% of clicks and top 5 brands hold 78% of demand.

What do buyers complain about in floating candles?

Top complaints mined from reviews: Quality-Overall, Battery Life, Functionality-Overall. The return rate is 2.6%.

When does demand for floating candles peak?

Demand peaks in Sep–Oct–Nov–Dec; the busiest month runs 5.9× the quietest.

What does it cost to enter the floating candles niche?

Listings span £3.81–£19.22; the average listing price is £9.50 (sweet spot $15–$100). The average incumbent carries 1,467 reviews — the moat a new listing must climb.

floating candles

Skip it

Soft demand (-8.5% this quarter) — this niche doesn't clear our bar today.

Conversion

Great8.8%

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

Quality gap

Great4.3★

avg incumbent rating — lower means beatable quality

Returns

Good2.6%

return rate — above 5% kills the launch gate

Review moat

Good1,467.42

avg incumbent reviews — the moat a new listing must climb

Competition

Okay57%

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

Brand share

Okay78%

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

Market size

Okay£125K

£125K/yr · 150K searches

Avg price

Okay£9.50

avg listing price — sweet spot $15–$100

Price range

Okay£3.81–£19.22

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

Growth

Bad-8.5%

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

According to Flapen's Amazon United Kingdom niche tracking, floating candles is a £125K/yr Amazon United Kingdom market (150K searches/yr). The top 5 brands hold 78% of demand. Demand peaks in Sep–Oct–Nov–Dec. Verdict: Skip it — 46/100.

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

floating candles market data

Units sold / yr: 13K–15K; avg 250–500/product
Revenue / yr: £119K–£143K; units × avg price
Conversion rate: 8.8%
Avg BSR: #485
Page quality: 0%
Prime: 100%
Sponsored: 83%
Out of stock: 20.1%
Avg brand age: 29 months
Avg seller age: 245 days

Competition & brand share

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

Brands

18 falling

Sellers

Top-5 brand share

78%

Top 20: 100%

Top-5 click share

57%

Top 20: 97%

Open market

18%

BOLSIUS26%
Homemory19%
Bolosa15%
YFPOPONE10%
GOWTX8%
AMAGIC4%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -8.5% search growth over the last 90 days.

Peak months: Sep, Oct, Nov, Dec · busiest ÷ quietest = 5.9×

Open Trend

Top floating candles search terms

floating candles128K/yr -9.8%3.3% conv.
floating candles water8K/yr +7.6%2.9% conv.
floating candle9K/yr -13.0%3.0% conv.
floating led candles6K/yr -7.4%3.2% conv.

All search terms

Top floating candles 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

12 Pcs Floating Candles 1.5 Inch Floating Candles Water Small Round Candle White Candle for Wedding Christmas Table Centrepiece Christmas Table Decoration

Bolosa£3.813.8★118 rev

Homemory 24 Pack 2 inch Flameless Led Floating Waterproof Tealights Candles 200 Hour Plastic Battery Operated Flickering for Cylinder Vases Centerpieces at Wedding Pool Holiday

Homemory£14.714.4★5,450 rev

Bolsius - Maxi Floating Candles - White - 12 Pieces in a Box - Ø 7.6 cm - Burning Time 8 Hours - Fragrance-Free - Paraffin Wax - XL Floating Candle - Various Occasions

BOLSIUS£8.904.7★1,296 rev

30 Pcs Mini White Floating Candles 1.5 Small Clean-Burning Water Candles 1-Hour+ Smokeless & Unscented Premium 60C Refined Paraffin for Wedding Centerpieces Party Decor (3.8 x 1.5cm)

YFPOPONE£5.313.8★37 rev

Bolsius - Maxi Floating Candles - Ivory - 12 Pieces in a Box - Ø 7.6 cm - Burning Time 8 Hours - Fragrance-Free - Paraffin Wax - XL Floating Candle - Various Occasions

BOLSIUS£9.394.7★1,296 rev

Newest

by launch date

MAIBAOTA 30 Pcs Beige Artificial Pearl String for Floating Candle Faux Pearls Beads String for Vases Filler Wedding Centerpiece Decoration Holiday Party Decor (80cm/31inch per String)

MAIBAOTA£8.192 rev

2mo ago

30 White Floating Candles Unscented Smokeless 1.5 Inch Small Floating Tea Lights for Water for Christmas Table Wedding Decor Centrepieces

LAIYORA£5.886 rev

4mo ago

AMAGIC 2 inch Waterproof Outdoor Floating Candles Battery Tealights Flameless Electric Fake Indoor Candle Long Last 200+Hour for Pool Garden Pond SPA Cylinder Vases Wedding Decor 24 Pack

AMAGIC£13.9720 rev

6mo ago

AMAGIC 3 inch Flameless Waterproof Outdoor Floating Candles Battery Tealights Led Electric Fake Candle Long Last 200+Hour for SPA Cylinder Vases Wedding Decor Pool Garden Pond 24 Pack

AMAGIC£16.5320 rev

6mo ago

Bolsius Floating Candles - Pink - Pack of 20 - Diameter 45 mm - Length Burning Time 4.5 Hours - Praffin Wax - Without Palm Oil - Decorative Household Candles

BOLSIUS£4.9814,675 rev

8mo ago

What buyers say about floating candles

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

What buyers love

Brightness/Shine/Glow31%

“warm glow that looks convincing once it gets dark”

Value For Money11%

“Good value”

Advertised Vs Actual Product8%

“As described”

Water Resistance7%

“considering they are waterproof”

Quality-Overall6%

“They are well made”

Ease Of Use4%

“So easy to use”

Durability4%

“Performance and Durability”

Size-Overall3%

“They are a good size”

Efficiency2%

“effective from a distance”

Battery Life2%

“the battery life is impressive”

What buyers complain about

Quality-Overall21%

“Absolutely rubbish”

Battery Life9%

“After that they stayed turned on until the battery died”

Functionality-Overall9%

“Half of the candles do not work and the rest stay on once out of the water and therefore stop working.”

Water Resistance8%

“it also means they are limited to being in water”

Durability7%

“Didn't last even 15min”

Eco Friendliness3%

“That's a shame because it would be good to be a bit more sustainable”

Value For Money3%

“not worth the money”

Brightness/Shine/Glow2%

“The only thing is theyre more for atmosphere than brightness—youre getting soft decorative lighting rather than anything powerful”

Size-Overall1%

“These are a little bigger than I had expected”

Instructions/User Manual/Troubleshooting1%

“Not having properly read the product page I was hunting for the instructions as to how to make the candles work - there weren't any”

Top return reasons

Size-Overall79%

Functionality-Overall7%

Color4%

Material Quality3%

Quality-Overall2%

Advertised Vs Actual Product1%

Ease Of Use1%

Durability1%

Brightness/Shine/Glow1%

Strength0%

Common questions

Is floating candles profitable to sell on Amazon United Kingdom?: The niche generates £125K/yr across 24 tracked products. 0 of 9 products launched in the last 360 days are still selling. 90-day search growth is -8.5%. Flapen's verdict: Skip it (46/100).
How competitive is the floating candles niche?: 18 brands and 32 sellers compete. The top 5 products take 57% of clicks and top 5 brands hold 78% of demand.
What do buyers complain about in floating candles?: Top complaints mined from reviews: Quality-Overall, Battery Life, Functionality-Overall. The return rate is 2.6%.
When does demand for floating candles peak?: Demand peaks in Sep–Oct–Nov–Dec; the busiest month runs 5.9× the quietest.
What does it cost to enter the floating candles niche?: Listings span £3.81–£19.22; the average listing price is £9.50 (sweet spot $15–$100). The average incumbent carries 1,467 reviews — the moat a new listing must climb.