Is palo santo essential oil profitable to sell on Amazon United States?

The niche generates $150K/yr across 14 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -1.7%. Flapen's verdict: Worth a look (53/100).

How competitive is the palo santo essential oil niche?

12 brands and 12 sellers compete. The top 5 products take 70% of clicks and top 5 brands hold 78% of demand.

What do buyers complain about in palo santo essential oil?

Top complaints mined from reviews: Smell, Size-Overall, Quality-Overall. The return rate is 0.7%.

When does demand for palo santo essential oil peak?

Demand is steady year-round — the busiest month runs 1.2× the quietest.

What does it cost to enter the palo santo essential oil niche?

Listings span $6.60–$49.02; the average listing price is $16.59 (sweet spot $15–$100). The average incumbent carries 831 reviews — the moat a new listing must climb.

palo santo essential oil

Worth a look

Shows low returns (0.7%), but soft demand (-1.7% this quarter) keeps it on the watch list.

Returns

Incredible0.7%

return rate — above 5% kills the launch gate

Avg price

Great$16.59

avg listing price — sweet spot $15–$100

Price range

Great$6.60–$49.02

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

Quality gap

Great4.3★

avg incumbent rating — lower means beatable quality

Conversion

Great7.2%

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

Review moat

Good831.21

avg incumbent reviews — the moat a new listing must climb

Brand share

Okay78%

top-5 brand share — brands hold most of the demand

Market size

Okay$150K

$150K/yr · 126K searches

Competition

Bad70%

top-5 click share — a locked-up shelf

Growth

Bad-1.7%

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

According to Flapen's Amazon United States niche tracking, palo santo essential oil is a $150K/yr Amazon United States market (126K searches/yr). The top 5 brands hold 78% of demand. Verdict: Worth a look — 53/100.

Data updated Jul 6, 2026 · scored weekly · How we score niches

palo santo essential oil market data

Units sold / yr: 8K–10K; avg 250–500/product
Revenue / yr: $133K–$166K; units × avg price
Conversion rate: 7.2%
Avg BSR: #301
Page quality: 0%
Prime: 93%
Sponsored: 71%
Out of stock: 5.0%
Avg brand age: 58 months
Avg seller age: 158 days

Competition & brand share

The top 5 products capture 70% of clicks — a locked-up shelf that new listings rarely crack.

Brands

12 falling

Sellers

Top-5 brand share

78%

Top 20: 100%

Top-5 click share

70%

Top 20: 100%

Open market

16%

EUQEE24%
Gya Labs20%
Plant Guru16%
Nirvana Nurture9%
KUKKA essential oils9%
ArOmis Aromatherapy5%
Open — no brand owns it (6 brands, 16%)

Demand & seasonality

Weekly Amazon search volume, last 109 weeks — -1.7% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.2×

Open Trend

Top palo santo essential oil search terms

palo santo essential oil86K/yr -1.7%6.5% conv.
palo santo oil22K/yr +0.3%5.5% conv.
palo santo fragrance oil4K/yr +3.4%2.4% conv.
palo santo diffuser oil4K/yr -7.7%2.6% conv.
palo santo body oil4K/yr +2.5%0.8% conv.
palo santo essential oil organic3K/yr -4.4%9.5% conv.
palo santo oil essential4K/yr -16.9%9.1% conv.

All search terms

Top palo santo essential oil 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 14 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

EUQEE Palo Santo Essential Oil for Spray Sleep 4Fl. Oz

EUQEE$14.424.3★6,273 rev

100% Pure Palo Santo Essential Oil for Skin & Diffuser - 0.34 Fl Oz

Gya Labs$14.554.4★572 rev

Nirvana Nurture Palo Santo Essential Oil USDA Certified Organic 100% Pure Undiluted Aromatherapy Oil for Diffuser Hair & Skin Care

Nirvana Nurture$15.654.0★21 rev

100% Pure Palo Santo Essential Oil 1 Fl Oz Undiluted - Aromatherapy

KUKKA essential oils$13.044.1★43 rev

Palo Santo Fragrance Oil 4 fl. oz. Scented Oil for DIY Soap Making Candles Bath Bombs Body Butters. Used in Aromatherapy Diffusers Burners and Warmers. Great Addition to Lotions and Creams.

Plant Guru$10.254.2★232 rev

Newest

by launch date

100% Pure Palo Santo Essential Oil 1 Fl Oz Undiluted - Aromatherapy

KUKKA essential oils$13.0443 rev

3mo ago

GM Gumili Palo Santo Essential Oil Perfume Oil for Diffuser 2 Oz

gm gumili$9.9140 rev

10mo ago

AirScent Santal Diffuser Oil No. 1033 - Cardomom Sandalwood Iris - 10 mL

Air-Scent$9.26885 rev

1y ago

EUQEE Palo Santo Essential Oil for Spray Sleep 4Fl. Oz

EUQEE$14.426,273 rev

2y ago

Palo Santo Fragrance Oil 4 fl. oz. Scented Oil for DIY Soap Making Candles Bath Bombs Body Butters. Used in Aromatherapy Diffusers Burners and Warmers. Great Addition to Lotions and Creams.

Plant Guru$10.25232 rev

3y ago

What buyers say about palo santo essential oil

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

What buyers love

Smell68%

“Amazing aroma”

Quality-Overall8%

“The brand Hotel is the best brand I've found”

Value For Money5%

“Great value for the money”

Durability3%

“Lasts an Ok Amount of Time When Wearing”

Ease Of Use2%

“Easy to use”

Strength2%

“Its strong though”

Soft Feel1%

“Silky smooth and feels luxurious”

Comfort-Overall1%

“It's perfect for relaxing or setting a peaceful atmosphere”

Advertised Vs Actual Product1%

“The description is very accurate”

Size-Overall1%

“Great size and value”

What buyers complain about

Smell65%

“disgusting chemical smell”

Size-Overall5%

“Pointless to buy this size as it runs out in 10 mins”

Quality-Overall4%

“Not what I was hoping for based on the positive reviews”

Ingredients-Overall3%

“I had a hard time determining the ingredients”

Dilute/Watery3%

“very diluted”

Value For Money3%

“just wish it was a little cheaper”

Natural Ingredients1%

“Not real oil”

Vegan/Organic1%

“Having a hard time believing that its 100% pure”

Cough Relief1%

“made us cough”

Taste-Overall1%

“Not very fragrant”

Top return reasons

Smell81%

Advertised Vs Actual Product7%

Leak-Proof5%

Size-Overall1%

Vegan/Organic1%

Value For Money1%

Product Condition1%

Dilute/Watery0%

Quality-Overall0%

Functionality-Overall0%

Common questions

Is palo santo essential oil profitable to sell on Amazon United States?: The niche generates $150K/yr across 14 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -1.7%. Flapen's verdict: Worth a look (53/100).
How competitive is the palo santo essential oil niche?: 12 brands and 12 sellers compete. The top 5 products take 70% of clicks and top 5 brands hold 78% of demand.
What do buyers complain about in palo santo essential oil?: Top complaints mined from reviews: Smell, Size-Overall, Quality-Overall. The return rate is 0.7%.
When does demand for palo santo essential oil peak?: Demand is steady year-round — the busiest month runs 1.2× the quietest.
What does it cost to enter the palo santo essential oil niche?: Listings span $6.60–$49.02; the average listing price is $16.59 (sweet spot $15–$100). The average incumbent carries 831 reviews — the moat a new listing must climb.