excelsior
Worth a lookShows low returns (0.4%), but a small market ($72K/yr) keeps it on the watch list.
Returns
Incredible0.4%return rate — above 5% kills the launch gate
Avg price
Incredible$33.49avg listing price — sweet spot $15–$100
Price range
Great$7.02–$82.22cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Good684.58avg incumbent reviews — the moat a new listing must climb
Conversion
Good5.8%search→purchase rate — share of searches ending in a sale
Growth
Okay+11.7%90-day search growth — must beat 0% to launch
Competition
Okay62%top-5 click share — leaders hold, buyers still browse
Brand share
Okay84%top-5 brand share — brands hold most of the demand
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Market size
Bad$72K$72K/yr · 37K searches
According to Flapen's Amazon United States niche tracking, excelsior is a $72K/yr Amazon United States market (37K searches/yr). The top 5 brands hold 84% of demand. Verdict: Worth a look — 50/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
excelsior market data
- Units sold / yr
- 3K–3K
- avg 100–250/product
- Revenue / yr
- $84K–$100K
- units × avg price
- Conversion rate
- 5.8%
- Avg BSR
- #269
- Page quality
- 0%
- Prime
- 84%
- Sponsored
- 95%
- Out of stock
- 0.7%
- Avg brand age
- 66 months
- Avg seller age
- 171 days
Competition & brand share
The top 5 products take 62% of clicks — established leaders, but buyers still shop beyond them.Brands
11 flat
Sellers
19
Top-5 brand share
84%
Top 20: 100%
Top-5 click share
62%
Top 20: 100%
Open market
11%
- Hepertise36%
- SuperMoss24%
- Sukh9%
- Josh's Frogs8%
- Generic7%
- EXCELSIOR (Because You Love It)5%
- Open — no brand owns it (5 brands, 11%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +11.7% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Top excelsior search terms
- excelsior25K/yr
- wood wool6K/yr
- wood excelsior3K/yr
- excelsior for crafts3K/yr
Top excelsior 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 19 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
SuperMoss (15750) Aspen Wood Excelsior Natural 4 Ounce Bag
SuperMoss$11.764.6★1,366 rev
Hepertise 4.5 oz Natural Aspen Wood Excelsior Aspen Wood Wool for Basket Filler Gift Decoration Soil Cover Crafts Protection | Natural Color and Smell
Hepertise$7.934.6★189 rev
Sukh Basket Grass Aspen Shavings - 5 OZ Natural Wood Shavings Chips Excelsior Shredded Wood Fiber Basket Filler for Easter Crafts and Festival Decoration
Sukh$7.024.6★153 rev
Hepertise 9.5 oz Natural Aspen Wood Excelsior Aspen Wood Wool for Basket Filler Gift Decoration Soil Cover Crafts Protection | Natural Color and Smell
Hepertise$12.844.6★189 rev
Hepertise 1 LB Natural Aspen Wood Excelsior Aspen Wood Wool for Basket Filler Gift Decoration Soil Cover Crafts Protection | Natural Color and Smell
Hepertise$19.874.6★189 rev
Newest
by launch date
Excelsior Pr HE Laundry Detergent Liquid 7.5x Fragrance Free Concentrated 333 Loads 4 Liter W/Natural Stain Remover High Efficiency Washing Detergent Laundry Soap Works In All Washers Unscented
EXCELSIOR (Because You Love It)$82.13615 rev
Excelsior Pr HE Laundry Detergent Liquid 7.5x Concentrated 333 Loads Fresh Scent 4 Liter With Natural Stain Remover High Efficiency Washing Detergent Laundry Soap Works In All Washers
EXCELSIOR (Because You Love It)$82.221,046 rev
Quality Growers - The Habitat Life - Natural Fine Cut Excelsior - for Birds Hamsters Gerbils Rats & Other Small Mammals - Soft & Absorbent - Wood Fiber - Dye-Free & Safe - Small - 2 Pack
Quality Growers$21.6913 rev
FlameFox Fire Starters 200 pcs Natural Wood Wool Tumbleweed Fire Starter Odorless Long Burning and Eco Friendly Firestarters for Fireplace Campfire Grill BBQ Charcoal Wood Stove & Fire Pit
FLAME FOX$24.0322 rev
NestNova Aspen Excelsior 2 lb Natural Aspen Wood Fiber | Chicken Nesting Material Small Pet Bedding Crafts Gift Baskets & Natural Fire Starter | USA-Grown Biodegradable
Generic$20.7842 rev
Trending
90-day click momentumExcelsior Pr HE Laundry Detergent Liquid 7.5x Concentrated 333 Loads Fresh Scent 4 Liter With Natural Stain Remover High Efficiency Washing Detergent Laundry Soap Works In All Washers
EXCELSIOR (Because You Love It)$82.224.7★
Excelsior Pr HE Laundry Detergent Liquid 7.5x Fragrance Free Concentrated 333 Loads 4 Liter W/Natural Stain Remover High Efficiency Washing Detergent Laundry Soap Works In All Washers Unscented
EXCELSIOR (Because You Love It)$82.134.6★
Hepertise 5 LB Natural Aspen Wood Excelsior Aspen Wood Wool for Basket Filler Gift Decoration Soil Cover Crafts Protection | Natural Color and Smell
Hepertise$39.414.6★
Hepertise 1 LB Natural Aspen Wood Excelsior Aspen Wood Wool for Basket Filler Gift Decoration Soil Cover Crafts Protection | Natural Color and Smell
Hepertise$19.874.6★
Hepertise 9.5 oz Natural Aspen Wood Excelsior Aspen Wood Wool for Basket Filler Gift Decoration Soil Cover Crafts Protection | Natural Color and Smell
Hepertise$12.844.6★
What buyers say about excelsior
What buyers praise and complain about, mined from review topics.What buyers love
“Good value for price”
“Great product and lots of it for my fruit fly cultures”
“Effective Over Time”
“Exactly as advertised”
“Convenient and works”
“The scent is very clean and light, reminds me of old school laundry soap when they didnt contain all the perfumes”
“It gets clothes clean”
“gives great reduction colors on my work”
“Faster if you keep up on removing skin when it has turned white and soft”
“I like the ease of application”
What buyers complain about
“OK just, doesnt do much”
“two of my toes were rubbing together which cause a very sore callous on the side of my toe next to my big toe i could barely walk, I'm on my feet all day and moving fast”
“dont waste money”
“Want a way to make a mess”
“Ineffective and hard to apply”
“If you even a little around it irritates skin”
“They all just fell apart”
“Its short chopped pieces”
“Other products must be better”
“I see some users have a yellow item”
Top return reasons
Common questions
- Is excelsior profitable to sell on Amazon United States?
- The niche generates $72K/yr across 19 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is +11.7%. Flapen's verdict: Worth a look (50/100).
- How competitive is the excelsior niche?
- 11 brands and 19 sellers compete. The top 5 products take 62% of clicks and top 5 brands hold 84% of demand.
- What do buyers complain about in excelsior?
- Top complaints mined from reviews: Functionality-Overall, Pain Relief-Overall, Value For Money. The return rate is 0.4%.
- When does demand for excelsior peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the excelsior niche?
- Listings span $7.02–$82.22; the average listing price is $33.49 (sweet spot $15–$100). The average incumbent carries 685 reviews — the moat a new listing must climb.