Candles
Candles shows a $26.3M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Flapen Score
Top 2% of 14,768 Health & Household niches · +20 vs the category median of 49
Is Candles profitable on Amazon?
According to Flapen's Amazon United States niche tracking, Candles is a $26.3M/yr Amazon United States market (29.0M searches/yr). The top 5 brands hold 59% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 69/100.
Candles: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Worth a look. Search demand moved -19.0% over the last 90 days and 4.9% of searches end in a purchase.
$26.3M
revenue / yr
Who owns the niche?
The top 5 brands hold 59% of demand, so 41% of the market is open.
41%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.5★ — the gap to enter on.
0/100
page quality · 116 products
Top Candles products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
Top sellers
by 90-day click share
Yankee Candle Mid Summers Night Scented Candle 22oz Large Jar with up to 150 Hour Burn Giftable
- Price
- $16.45
- Rating
- 4.6/5
- Reviews
- 1,804
- Age
- 1y ago
Yankee Candle Pink Sands Scented Candle 22oz Large Jar with up to 150 Hour Burn Time Giftable Birthdays
- Price
- $16.36
- Rating
- 4.7/5
- Reviews
- 1,057
- Age
- 1y ago
Scented Candles Set | Men Candle Set Scented Candles for Home Gifts for Men Aromatherapy Gift Set - 4 Pack Manly Gifts for Dad Fathers Day Soy Candle of Leather/Smoke & Vanilla/Oak/Lavender
- Price
- $26.72
- Rating
- 4.0/5
- Reviews
- 3,231
- Age
- 2y ago
Glade 1-Wick 2in1 Scented Candle Jar Hawaiian Breeze & Vanilla Passion Fruit Air Freshener Infused with Essential Oils 4.08 Oz 2 Count
- Price
- $6.25
- Rating
- 4.7/5
- Reviews
- 391
- Age
- 6mo ago
Yankee Candle Lemon Lavender Scented Candle 22oz Large Jar with up to 150 Hour Burn Time Giftable Birthdays
- Price
- $16.61
- Rating
- 4.7/5
- Reviews
- 850
- Age
- 1y ago
Trending
90-day click momentum
Glade 1-Wick 2in1 Scented Candle Jar Moonlit Walk & Wandering Stream Air Freshener Infused with Essential Oils 4.08 Oz 2 Count
- Price
- $6.06
- Rating
- 4.7/5
- Reviews
- 179
- Age
- 6mo ago
Yankee Candle Coconut Beach Scented Candle 22oz Large Jar with up to 150 Hour Burn Time Giftable Birthdays
- Price
- $16.38
- Rating
- 4.5/5
- Reviews
- 271
- Age
- 1y ago
Glade 1-Wick 2in1 Scented Candle Jar Hawaiian Breeze & Vanilla Passion Fruit Air Freshener Infused with Essential Oils 4.08 Oz 2 Count
- Price
- $6.25
- Rating
- 4.7/5
- Reviews
- 391
- Age
- 6mo ago
Chesapeake Bay Candle Scented Candle Serenity + Calm (Lavender Thyme) Coffee Table Home Dcor
- Price
- $10.06
- Rating
- 4.5/5
- Reviews
- 45,591
- Age
- 7y ago
Yankee Candle Ocean Air Scented Candle 22oz Large Jar with up to 150 Hour Burn Time Giftable
- Price
- $16.55
- Rating
- 4.6/5
- Reviews
- 433
- Age
- 1y ago
Newest
by launch dateGlade 1-Wick 2in1 Scented Candle Jar Hawaiian Breeze & Vanilla Passion Fruit Air Freshener Infused with Essential Oils 4.08 Oz 2 Count
- Price
- $6.25
- Rating
- 4.7/5
- Reviews
- 391
- Age
- 6mo ago
Glade 1-Wick 2in1 Scented Candle Jar Moonlit Walk & Wandering Stream Air Freshener Infused with Essential Oils 4.08 Oz 2 Count
- Price
- $6.06
- Rating
- 4.7/5
- Reviews
- 179
- Age
- 6mo ago
Yankee Candle Mid Summers Night Scented Candle 22oz Large Jar with up to 150 Hour Burn Giftable
- Price
- $16.45
- Rating
- 4.6/5
- Reviews
- 1,804
- Age
- 1y ago
Yankee Candle Pink Sands Scented Candle 22oz Large Jar with up to 150 Hour Burn Time Giftable Birthdays
- Price
- $16.36
- Rating
- 4.7/5
- Reviews
- 1,057
- Age
- 1y ago
Yankee Candle Lemon Lavender Scented Candle 22oz Large Jar with up to 150 Hour Burn Time Giftable Birthdays
- Price
- $16.61
- Rating
- 4.7/5
- Reviews
- 850
- Age
- 1y ago
Competition: brands, sellers & click share
Clicks spread well past the top 5 (19% combined) — an open shelf where new products get seen.
Brands
49 rising
Sellers
345
Top-5 brand share
59%
Top 20: 85%
Top-5 click share
19%
Top 20: 45%
Open market
37%
- Yankee Candle30%
- AOOVOO10%
- Chesapeake Bay Candle8%
- Glade7%
- Village Candle5%
- Bath & Body Works4%
Candles demand & seasonality
Weekly search volume, with the niche's key stats alongside.
Peak months: Nov, Dec · busiest ÷ quietest = 4.2×
Top Candles search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- candles11.0M/yr
- candle5.8M/yr
- candles clearance2.0M/yr
- yankee candles2.2M/yr
- scented candles1.1M/yr
- yankee candles clearance1.0M/yr
- candles for home scented616K/yr
- bath and body works candles793K/yr
- yankee candle758K/yr
- vanilla candle553K/yr
What reviews say buyers love and hate about Candles
What buyers mention most, as a share of all reviews.
What buyers love
88% of reviews“Cozy Fragrance”
“Very bright”
“Awesome quality”
“Decent price”
“Beautiful Gift”
What buyers complain about
81% of reviews“Awful smell”
“Extremely small”
“Pricey”
“Bad quality”
“Doesnt last”
Candles return rate & reasons
Why buyers send it back, as a share of all return requests.
1.0%
Return rate
35%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Candles questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
