white candles
Skip itPrices mostly outside the sweet spot ($2.40–$15.17) — this niche doesn't clear our bar today.
Returns
Great1.1%return rate — above 5% kills the launch gate
Conversion
Great7.1%search→purchase rate — share of searches ending in a sale
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Review moat
Okay1,595.6avg incumbent reviews — the moat a new listing must climb
Brand share
Okay84%top-5 brand share — brands hold most of the demand
Competition
Okay65%top-5 click share — leaders hold, buyers still browse
Avg price
Bad£7.13avg listing price — sweet spot $15–$100
Market size
Bad£61K£61K/yr · 121K searches
Growth
Bad-32.7%90-day search growth — must beat 0% to launch
Price range
Bad£2.40–£15.17cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, white candles is a £61K/yr Amazon United Kingdom market (121K searches/yr). The top 5 brands hold 84% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 40/100.
Data updated Jul 27, 2026 · scored weekly · How we score niches
white candles market data
- Units sold / yr
- 10K–13K
- avg 250–500/product
- Revenue / yr
- £71K–£89K
- units × avg price
- Conversion rate
- 7.1%
- Avg BSR
- #80
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 70%
- Out of stock
- 1.9%
- Avg brand age
- 42 months
- Avg seller age
- 179 days
Competition & brand share
The top 5 products take 65% of clicks — established leaders, but buyers still shop beyond them.Brands
12 flat
Sellers
104
Top-5 brand share
84%
Top 20: 100%
Top-5 click share
65%
Top 20: 100%
Open market
11%
- 1ABOVE29%
- BOLSIUS26%
- SENTINEL16%
- Grindstore9%
- Spaas5%
- ugbem5%
- Open — no brand owns it (6 brands, 11%)
Demand & seasonality
Weekly Amazon search volume, last 100 weeks — -32.7% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 4.0×
Top white candles search terms
- white candles59K/yr
- white candle23K/yr
- white candle sticks5K/yr
- white candlesticks11K/yr
- white taper candles6K/yr
- candles white4K/yr
- candle white3K/yr
- white dinner candles5K/yr
- white tapered candles4K/yr
- long white candles3K/yr
Top white 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.
All 20 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Bolsius Tapered Dinner Candles - White - Pack of 10 - 3.9x9.8x25.2 cm - Unscented - 7 5 Burning Hours
BOLSIUS£5.274.5★5,751 rev
1ABOVE Pack of 5 | Household Candles | Unscented - 5 Hour Burn Time | Premium White Wax (1)
1ABOVE£2.604.0★254 rev
12 Magic Spell Candles - Happiness White 10cm
Grindstore£4.404.5★1,108 rev
Prices Candles Tapered Dinner Candles Pack of 50 Unscented White Long Burning Wax Candles with 7 Hour Burn Time for Weddings Dining Events and Home Décor
SENTINEL£15.174.6★5,859 rev
1ABOVE 10 Pack Tapered Dinner Candles | Unscented - Slow Burning Candles | Multi-Purpose | Smokeless Candles (White)
1ABOVE£5.664.1★183 rev
Newest
by launch date
Unscented White Pillar Candles 4 Pack 2x4in Table Candles
ugbem£9.6341 rev
Tapered Dinner Candles White 10 Inch 6 Pack
ugbem£8.8835 rev
LIVEN Set of 40 White Candles Mini Unscented Taper Candles for Christmas Household Wedding Rituals Prayer Birthdays Meditation Altar Party and Home Décor Candlesticks - 4 Inch Tall
LIVEN£7.47164 rev
Taper Dinner Candles Unscented White Non-Drip Table Candlesticks 7-Hour Burn Time Long-Burning Tapered Candles Paraffin Wax with Cotton Wicks 50 Pack
Ledivion£14.19147 rev
Bolsius Smooth Pillar Candles - Set of 4 - White - 3.9 × 1.9 - Decorative Candles - Long Burning Time - Unscented - with Natural Plant Wax - Without Palm Oil
BOLSIUS£4.552,128 rev
Trending
90-day click momentumTapered Dinner Candles White 10 Inch 6 Pack
ugbem£8.884.6★
Unscented White Pillar Candles 4 Pack 2x4in Table Candles
ugbem£9.634.3★
Taper Dinner Candles Unscented White Non-Drip Table Candlesticks 7-Hour Burn Time Long-Burning Tapered Candles Paraffin Wax with Cotton Wicks 50 Pack
Ledivion£14.194.4★
1ABOVE Pack of 10 | Household Candles | Unscented - 5 Hour Burn Time | Premium White Wax
1ABOVE£3.994.0★
LIVEN Set of 40 White Candles Mini Unscented Taper Candles for Christmas Household Wedding Rituals Prayer Birthdays Meditation Altar Party and Home Décor Candlesticks - 4 Inch Tall
LIVEN£7.474.4★
What buyers say about white candles
What buyers praise and complain about, mined from review topics.What buyers love
“I like the soft glow they give off”
“Excellent quality and price”
“Good value”
“As advertised”
“they fit nicely into standard candle holders”
“classic look that works well for everyday use as well as occasions like Valentines Day or Mothers Day”
“look very elegant when displayed”
“this scent was beautiful”
“The colours available”
“last for hours without dripping”
What buyers complain about
“So small”
“these are top two worst alongside shein quality”
“too expensive compared to other brands”
“Thin and nasty”
“Broke whilst lit”
“the wax seems rather fragile”
“all of them were broken:”
“they are burning at uneven rates”
“Ok. Triggers fire alarm”
“Doesnt light very well”
Top return reasons
Common questions
- Is white candles profitable to sell on Amazon United Kingdom?
- The niche generates £61K/yr across 20 tracked products. 0 of 4 products launched in the last 360 days are still selling. 90-day search growth is -32.7%. Flapen's verdict: Skip it (40/100).
- How competitive is the white candles niche?
- 12 brands and 104 sellers compete. The top 5 products take 65% of clicks and top 5 brands hold 84% of demand.
- What do buyers complain about in white candles?
- Top complaints mined from reviews: Size-Overall, Quality-Overall, Value For Money. The return rate is 1.1%.
- When does demand for white candles peak?
- Demand peaks in Nov–Dec; the busiest month runs 4.0× the quietest.
- What does it cost to enter the white candles niche?
- Listings span £2.40–£15.17; the average listing price is £7.13 (sweet spot $15–$100). The average incumbent carries 1,596 reviews — the moat a new listing must climb.