Is frankincense profitable to sell on Amazon United States?

The niche generates $3.0M/yr across 31 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -17.6%. Flapen's verdict: Worth a look (64/100).

How competitive is the frankincense niche?

25 brands and 61 sellers compete. The top 5 products take 49% of clicks and top 5 brands hold 57% of demand.

What do buyers complain about in frankincense?

Top complaints mined from reviews: Smell, Functionality-Overall, Value For Money. The return rate is 0.8%.

When does demand for frankincense peak?

Demand peaks in Jan; the busiest month runs 2.0× the quietest.

What does it cost to enter the frankincense niche?

Listings span $5.06–$43.33; the average listing price is $13.46 (sweet spot $15–$100). The average incumbent carries 5,218 reviews — the moat a new listing must climb.

frankincense

Worth a look

Shows a $3.0M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Market size

Incredible$3.0M

$3.0M/yr · 2.5M searches

Returns

Incredible0.8%

return rate — above 6% kills the launch gate

Conversion

Great8.8%

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

Brand share

Great57%

top-5 brand share — no brand owns this niche

Price range

Good$5.06–$43.33

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

Avg price

Good$13.46

avg listing price — sweet spot $15–$100

Competition

Good49%

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Review moat

Bad5,217.77

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-17.6%

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

According to Flapen's Amazon United States niche tracking, frankincense is a $3.0M/yr Amazon United States market (2.5M searches/yr). The top 5 brands hold 57% of demand. Demand peaks in Jan. Verdict: Worth a look — 64/100.

Data updated Jul 10, 2026 · scored weekly · How we score niches

Market data

Units sold / yr: 200K–250K; avg 6,000–8,000/product
Revenue / yr: $2.7M–$3.4M; units × avg price
Launch success: —; 2 of 2 new (360d)
Conversion rate: 8.8%
Avg BSR: #48
Page quality: 0%
Prime: 100%
Sponsored: 90%
Out of stock: 4.4%
Avg brand age: 60 months
Avg seller age: 154 days

Competition

The top 5 products take 49% of clicks — established leaders, but buyers still shop beyond them.

Brands

25 rising

Sellers

Top-5 brand share

57%

Top 20: 95%

Top-5 click share

49%

Top 20: 87%

Open market

38%

Majestic Pure19%
Handcraft Blends17%
Cliganic7%
Gya Labs7%
Vitality6%
KUKKA essential oils6%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -17.6% search growth over the last 90 days.

Peak months: Jan · busiest ÷ quietest = 2.0×

Open Trend

Product shelf

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

Top sellers

by 90-day click share

Majestic Pure Essential Oil with Glass Dropper - 100% Pure and Natural - Essential Oils for Diffuser Aromatherapy Soap and Candle Making Frankincense Essential Oil Frankincense Oil 4 Fl Oz

Majestic Pure$12.854.4★19,039 rev

Handcraft Blends Frankincense Essential Oil Huge 4 Fl Oz 100% Pure and Natural Premium Grade Essential Oil for Diffuser and Aromatherapy Skin Massage Candle and Soap Making Fragrance

Handcraft Blends$10.194.6★16,331 rev

Cliganic Organic Frankincense Essential Oil - Boswellia Serrata 100% Pure Natural Undiluted for Aromatherapy | Non-GMO Verified

Cliganic$8.914.5★9,298 rev

100% Pure Frankincense Oil - 4 Fl Oz Frankincense Essential Oil for Hair Skin Diffuser Aromatherapy & DIY Soap Making Scent

KUKKA essential oils$9.874.6★971 rev

100% Pure Frankincense Essential Oil - 4 Fl Oz - Frankincense Oil for Hair Skin Diffuser Aromatherapy & DIY Candle Making Scent

Gya Labs$10.914.5★7,105 rev

Newest

by launch date

Frankincense & Myrrh Essential Oil Roll-On 30 mL (1 fl oz) Pre-Diluted Aromatherapy Rollerball in Fractionated Coconut Oil (FCO) Alcohol-Free Pulse Point Oil Roller

Herbal Mana$16.0863 rev

4mo ago

Frankincense Resin 1 oz (28.4g) Premium Oman Boswellia Sacra - 100% Natural Aromatic Tree Gum Sap for Aromatherapy Meditation & Spiritual Cleansing

M. ROSENFELD$6.85153 rev

9mo ago

Premium Frankincense Essential Oil for Skin Face Body Wrinkles Scars Therapeutic Grade 100% Natural Pure Frankincense Oil for Face Diffuser Aromatherapy Bath Deeply Nourishing Body Massage Oil 60ml

SBHEANGBA$9.6587 rev

1y ago

SU JUABA Frankincense Essential Oil 4 Fl Oz Frankincense Oil for Skin Diffuser Aromatherapy - 118ml

SU JUABA$9.22126 rev

1y ago

Vitality Extracts Frankincense Balm - 6oz Boswellia Serrata Beeswax Olive Oil Moisturizer for Dry Cracked Skin All Skin Types

Vitality$43.33753 rev

1y ago

Reviews

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

What buyers love

Smell27%

“Good smell”

Quality-Overall23%

“Decent quality”

Value For Money7%

“Great value”

Efficiency7%

“It really does work”

Advertised Vs Actual Product4%

“As Advertised”

Joint Pain4%

“Works great for knee pain”

Soft Feel2%

“soft”

Ease Of Use2%

“Easy To use”

Moist/Dry2%

“is very moisturizing”

Oily/Greasy1%

“Very pure oil”

What buyers complain about

Smell47%

“Awful smell”

Functionality-Overall8%

“Not that effective”

Value For Money5%

“Expensive”

Advertised Vs Actual Product3%

“Not as described”

Pain Relief-Overall3%

“Pain relief is not as expected”

Oily/Greasy3%

“much too greasy”

Quality-Overall3%

“Bad quality”

Leak-Proof2%

“the bottle stopper leaks”

Dilute/Watery2%

“Watery”

Size-Overall2%

“Dropper doesn't fit”

Top return reasons

Smell56%

Advertised Vs Actual Product12%

Leak-Proof6%

Functionality-Overall5%

Size-Overall4%

Quality-Overall2%

Oily/Greasy2%

Value For Money2%

Product Condition1%

Dilute/Watery1%

Common questions

Is frankincense profitable to sell on Amazon United States?: The niche generates $3.0M/yr across 31 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -17.6%. Flapen's verdict: Worth a look (64/100).
How competitive is the frankincense niche?: 25 brands and 61 sellers compete. The top 5 products take 49% of clicks and top 5 brands hold 57% of demand.
What do buyers complain about in frankincense?: Top complaints mined from reviews: Smell, Functionality-Overall, Value For Money. The return rate is 0.8%.
When does demand for frankincense peak?: Demand peaks in Jan; the busiest month runs 2.0× the quietest.
What does it cost to enter the frankincense niche?: Listings span $5.06–$43.33; the average listing price is $13.46 (sweet spot $15–$100). The average incumbent carries 5,218 reviews — the moat a new listing must climb.

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frankincense

Market data

Competition

Demand & seasonality

Product shelf

Top sellers

Newest

Trending

Reviews

What buyers love

What buyers complain about

Top return reasons

Common questions

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