---
title: "Excelsior — $72K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/arts-crafts-sewing/excelsior"
last_updated: "2026-08-09T19:25:45.662Z"
locale: en
meta:
description: "Niche score 50/100 · $72K/yr market · 37K searches/yr · $33.49 avg price. A small market ($72K/yr) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 50/100 · $72K/yr market · 37K searches/yr · $33.49 avg price. A small market ($72K/yr) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Excelsior — $72K/yr Amazon US Niche (2026) - Flapen"
---
# **excelsior**
**Worth a look**
Shows low returns (0.4%), but a small market ($72K/yr) keeps it on the watch list.
Market size 18Growth 40Conversion 65Competition 39Returns 98Price range 87Avg price 95Brand share 36Review moat 70Quality gap 33
**Returns**
**Incredible****0.4%**
return rate — above 5% kills the launch gate
**Avg price**
**Incredible****$33.49**
avg listing price — sweet spot $15–$100
**Price range**
**Great****$7.02–$82.22**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Review moat**
**Good****684.58**
avg incumbent reviews — the moat a new listing must climb
**Conversion**
**Good****5.8%**
search→purchase rate — share of searches ending in a sale
**Growth**
**Okay****+11.7%**
90-day search growth — must beat 0% to launch
**Competition**
**Okay****62%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Okay****84%**
top-5 brand share — brands hold most of the demand
**Quality gap**
**Okay****4.5★**
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 ~~](https://flapen.com/research/methodology)
## **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.
900700Holiday '24Spike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.3×
[**Open Trend **](https://flapen.com/research/us/arts-crafts-sewing/excelsior/trend)
## **Top excelsior search terms**
- **excelsior**25K/yr+17.9%6.2% conv. - **wood wool**6K/yr+23.7%6.1% conv. - **wood excelsior**3K/yr-5.6%7.2% conv. - **excelsior for crafts**3K/yr-87.6%6.0% conv. [**All search terms **](https://flapen.com/research/us/arts-crafts-sewing/excelsior/search-terms)
## **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.
0%5%$4K10%$7K15%$11K20%$14K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 19 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**SuperMoss (15750) Aspen Wood Excelsior Natural 4 Ounce Bag**SuperMoss**$11.76**4.6★1,366 rev](https://www.amazon.com/dp/B0053B8CMO) [2**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**$7.93**4.6★189 rev](https://www.amazon.com/dp/B0CS9Y8HPF) [3**Sukh Basket Grass Aspen Shavings - 5 OZ Natural Wood Shavings Chips Excelsior Shredded Wood Fiber Basket Filler for Easter Crafts and Festival Decoration**Sukh**$7.02**4.6★153 rev](https://www.amazon.com/dp/B0CGLMVPTQ) [4**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**$12.84**4.6★189 rev](https://www.amazon.com/dp/B0CSJYQCTR) [5**Hepertise 1 LB Natural Aspen Wood Excelsior Aspen Wood Wool for Basket Filler Gift Decoration Soil Cover Crafts Protection | Natural Color and Smell**Hepertise**$19.87**4.6★189 rev](https://www.amazon.com/dp/B0D172M41K)
**~~View all top sellers →~~**
### **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)**$82.13**615 rev6mo ago](https://www.amazon.com/dp/B0GFNLVJV6) [**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)**$82.22**1,046 rev6mo ago](https://www.amazon.com/dp/B0GCTGP71B) [**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**$21.69**13 rev1y ago](https://www.amazon.com/dp/B0F5T7V32X) [**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**$24.03**22 rev1y ago](https://www.amazon.com/dp/B0DY83SNX6) [**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**$20.78**42 rev1y ago](https://www.amazon.com/dp/B0DC4PZTYB)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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)**$82.22**4.7★**▲ 205%**](https://www.amazon.com/dp/B0GCTGP71B) [**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)**$82.13**4.6★**▲ 176%**](https://www.amazon.com/dp/B0GFNLVJV6) [**Hepertise 5 LB Natural Aspen Wood Excelsior Aspen Wood Wool for Basket Filler Gift Decoration Soil Cover Crafts Protection | Natural Color and Smell**Hepertise**$39.41**4.6★**▲ 154%**](https://www.amazon.com/dp/B0D151ZZ65) [**Hepertise 1 LB Natural Aspen Wood Excelsior Aspen Wood Wool for Basket Filler Gift Decoration Soil Cover Crafts Protection | Natural Color and Smell**Hepertise**$19.87**4.6★**▲ 131%**](https://www.amazon.com/dp/B0D172M41K) [**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**$12.84**4.6★**▲ 128%**](https://www.amazon.com/dp/B0CSJYQCTR)
**~~View all trending →~~**
## **What buyers say about excelsior**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**18%
*“Good value for price”*
**Quality-Overall**15%
*“Great product and lots of it for my fruit fly cultures”*
**Efficiency**10%
*“Effective Over Time”*
**Advertised Vs Actual Product**7%
*“Exactly as advertised”*
**Ease Of Use**6%
*“Convenient and works”*
**Smell**6%
*“The scent is very clean and light, reminds me of old school laundry soap when they didnt contain all the perfumes”*
**Ease Of Cleaning**5%
*“It gets clothes clean”*
**Color**4%
*“gives great reduction colors on my work”*
**Skin Health**3%
*“Faster if you keep up on removing skin when it has turned white and soft”*
**Ease Of Application**3%
*“I like the ease of application”*
### **What buyers complain about **
**Functionality-Overall**34%
*“OK just, doesnt do much”*
**Pain Relief-Overall**14%
*“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”*
**Value For Money**10%
*“dont waste money”*
**Ease Of Cleaning**9%
*“Want a way to make a mess”*
**Ease Of Use**8%
*“Ineffective and hard to apply”*
**Allergies**4%
*“If you even a little around it irritates skin”*
**Durability**4%
*“They all just fell apart”*
**Size-Overall**2%
*“Its short chopped pieces”*
**Quality-Overall**2%
*“Other products must be better”*
**Color**2%
*“I see some users have a yellow item”*
### **Top return reasons **
**Functionality-Overall**21%
**Advertised Vs Actual Product**12%
**Size-Overall**9%
**Material Quality**8%
**Color**7%
**Leak-Proof**7%
**Value For Money**7%
**Wood Quality**4%
**Product Condition**4%
**Defective Material/Parts**2%
## **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.
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