Is wax melts profitable to sell on Amazon United Kingdom?

The niche generates £711K/yr across 61 tracked products. 0 of 10 products launched in the last 360 days are still selling. 90-day search growth is -38.1%. Flapen's verdict: Worth a look (62/100).

How competitive is the wax melts niche?

29 brands and 50 sellers compete. The top 5 products take 31% of clicks and top 5 brands hold 50% of demand.

What do buyers complain about in wax melts?

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

When does demand for wax melts peak?

Demand peaks in Nov–Dec; the busiest month runs 3.5× the quietest.

What does it cost to enter the wax melts niche?

Listings span £1.05–£16.21; the average listing price is £7.59 (sweet spot $15–$100). The average incumbent carries 704 reviews — the moat a new listing must climb.

wax melts

Worth a look

Shows low returns (0.3%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.3%

return rate — above 5% kills the launch gate

Brand share

Great50%

top-5 brand share — no brand owns this niche

Competition

Great31%

top-5 click share — an open shelf

Quality gap

Great4.3★

avg incumbent rating — lower means beatable quality

Review moat

Good704.25

avg incumbent reviews — the moat a new listing must climb

Market size

Good£711K

£711K/yr · 1.5M searches

Conversion

Good6.1%

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

Avg price

Bad£7.59

avg listing price — sweet spot $15–$100

Price range

Bad£1.05–£16.21

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

Growth

Bad-38.1%

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

Signals No Dominant Brand

According to Flapen's Amazon United Kingdom niche tracking, wax melts is a £711K/yr Amazon United Kingdom market (1.5M searches/yr). The top 5 brands hold 50% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 62/100.

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

wax melts market data

Units sold / yr: 80K–100K; avg 1,250–1,500/product
Revenue / yr: £607K–£759K; units × avg price
Conversion rate: 6.1%
Avg BSR: #192
Page quality: 0%
Prime: 82%
Sponsored: 77%
Out of stock: 6.7%
Avg brand age: 41 months
Avg seller age: 169 days

Competition & brand share

Clicks spread well past the top 5 (31% combined) — an open shelf where new products get seen.

Brands

29 rising

Sellers

Top-5 brand share

50%

Top 20: 94%

Top-5 click share

31%

Top 20: 70%

Open market

45%

meltsonfire19%
SCENTORINI10%
Devon Melts10%
Fosse Living6%
J-Joo Sisters Organic-Natural-Beauty5%
Yankee Candle5%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -38.1% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 3.5×

Open Trend

Top wax melts search terms

wax melts1.1M/yr -38.3%3.8% conv.
wax melts strong scented147K/yr -46.3%5.2% conv.
wax melt83K/yr -36.7%2.3% conv.
scentsy wax melts49K/yr -37.6%1.1% conv.
gel wax melts23K/yr -4.7%0.9% conv.
gel melts for burners12K/yr +7.8%1.1% conv.
soy wax melts21K/yr -48.4%2.9% conv.
scented wax melts20K/yr -58.9%4.1% conv.
candle melts17K/yr -38.9%3.8% conv.
jelly wax melts10K/yr -3.0%0.2% conv.

All search terms

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

Top sellers

by 90-day click share

Wax Melts 4 X Snap Bars - (Angel Baby Powder JAdore Snow Fairy) Scented Soy Wax Melts Vegan

meltsonfire£5.164.2★1,602 rev

Devon Melts - Unstoppables Fresh - Highly Scented 100% Soy Wax Snapbar

Devon Melts£4.224.3★402 rev

SPA-Inspired Highly Scented Botanical Wax Melts Collections (15 x 13.5g Hand Crafted) - Vegan Friendly & Cruelty Free - Plastic Free - Provide 8 to 10hrs scents/cube - Made in the UK (SPA - INSPIRED)

J-Joo Sisters Organic-Natural-Beauty£11.154.6★261 rev

Scentered Serenity£9.174.1★866 rev

Fumino Wax Melts Multipack 12 Cubes 6 Fragrances - Handmade Beeswax & Coconut Oil Home Fragrance Tart Melts Woody Citrus Floral & Fresh Scents for Electric Wax Warmers & Tea Light Burners

Fumino£7.754.3★212 rev

Newest

by launch date

Fumino Wax Melts Multipack 12 Cubes 6 Fragrances - Handmade Beeswax & Coconut Oil Home Fragrance Tart Melts Woody Citrus Floral & Fresh Scents for Electric Wax Warmers & Tea Light Burners

Fumino£7.75212 rev

10mo ago

Generic£13.447 rev

1y ago

bhomescent Cherry Blossom Handmade Strong Scented Soy Wax Melts Snap Bars Long-Lasting Perfume Wax Melts Natural Soy Wax Perfect Wax Melts Gift Set for Home Office or Special Occasions

bhomescent£4.97393 rev

1y ago

Rubdub 4 X 30G Soy Wax Melt Snap Bars (Fairy Dust/Baby Powder/Fluffy Towels/Coconut Moon) - 100 Hours + Burn Time - Highly Scented - Wax melts gift set Wax melts strong scented (White Collection)

Rubdub£5.81851 rev

1y ago

SPA-Inspired Highly Scented Botanical Wax Melts Collections (15 x 13.5g Hand Crafted) - Vegan Friendly & Cruelty Free - Plastic Free - Provide 8 to 10hrs scents/cube - Made in the UK (SPA - INSPIRED)

J-Joo Sisters Organic-Natural-Beauty£11.15261 rev

2y ago

What buyers say about wax melts

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

What buyers love

Smell59%

“Amazing scent”

Value For Money7%

“Excellent value”

Gifting Purpose6%

“Beautiful present”

Quality-Overall5%

“Always great variety”

Brightness/Shine/Glow3%

“Such a lovely little light”

Durability2%

“great durability too”

Strength2%

“Absolutely love these wax melts,strong”

Advertised Vs Actual Product1%

“As described”

Warmth1%

“Candle warmer”

Color1%

“Lovely colour”

What buyers complain about

Smell55%

“if you dont like a strong fragrance”

Value For Money8%

“Waste of money”

Size-Overall7%

“So small”

Durability4%

“Not long lasting”

Strength4%

“Very weak, would not buy again”

Quality-Overall3%

“Poor quality but cheap to buy”

Advertised Vs Actual Product2%

“Misleading”

Thickness1%

“they are so thin”

Defective Material/Parts1%

“Broken lamp shade”

Heating1%

“Unfortunately these wax melts do not really melt”

Top return reasons

Smell35%

Defective Material/Parts12%

Functionality-Overall10%

Size-Overall7%

Advertised Vs Actual Product5%

Value For Money5%

Color4%

Quality-Overall3%

Durability2%

Heating2%

Common questions

Is wax melts profitable to sell on Amazon United Kingdom?: The niche generates £711K/yr across 61 tracked products. 0 of 10 products launched in the last 360 days are still selling. 90-day search growth is -38.1%. Flapen's verdict: Worth a look (62/100).
How competitive is the wax melts niche?: 29 brands and 50 sellers compete. The top 5 products take 31% of clicks and top 5 brands hold 50% of demand.
What do buyers complain about in wax melts?: Top complaints mined from reviews: Smell, Value For Money, Size-Overall. The return rate is 0.3%.
When does demand for wax melts peak?: Demand peaks in Nov–Dec; the busiest month runs 3.5× the quietest.
What does it cost to enter the wax melts niche?: Listings span £1.05–£16.21; the average listing price is £7.59 (sweet spot $15–$100). The average incumbent carries 704 reviews — the moat a new listing must climb.

wax melts

wax melts market data

Competition & brand share

Demand & seasonality

Top wax melts search terms

Top wax melts products on Amazon

Top sellers

Newest

Trending

What buyers say about wax melts

What buyers love

What buyers complain about

Top return reasons

Common questions

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