Candles
PassCandles scores 69 out of 100, a Pass. Shoppers spend an estimated $26.3M a year here, demand is soft, at -19.0% this quarter, and an estimated 1.0% of orders come back.
- Flapen Score
- 69 / 100Top 2% of 14,768 Health & Household niches · +20 vs the category median of 4969
- Market size
- $26.3M/yr29.0M searches / yr
- 90-day growth
- -19.0%search demand this quarter
- Competition
- 19%top-5 click share · 49 brands · 345 sellers
Flapen Score
Candles against its category
The dotted line is the Health & Household average. Past it, Candles is stronger. Inside it, weaker.
Market
The Candles market on Amazon at a glance
Shoppers on Amazon United States searched for Candles 29.0M times last year and spent an estimated $26.3M. The top 5 brands take 59% of clicks. Demand peaks in Nov–Dec. Flapen scores it 69 out of 100, a Pass.
01 · Demand
An estimated 4.9% of those searches ended in a purchase.
Shoppers searched for this 29.0M times in the last 12 months. That counts every search on Amazon United States for this niche's terms. An estimated 4.9% of those searches ended in a purchase. Searches in the last 90 days moved -19.0% against the 90 days before. Searches, conversion and average price together put the market at an estimated $26.3M a year.
- Searches, last 12 months
- 29.0M
- Growth, 90 days vs prior 90
- -19.0%
- Conversion, latest week
- 4.9%
- Market size, estimated
- $26.3Ma year
- Peak month
- December4.2× the quietest month
- Top search term
- candles11.0M searches a year
02 · Price
A sale here is worth $18.40.
Listings sell for $18.40 on average, from $6.06 to $46.98. Amazon reports units sold in ranges, and this niche reaches the top one: 1,000,000 units or more a year. The average listing sells 8,000 to 10,000 of them. At $18.40 that is $147K to $184K a year per listing.
- Average price
- $18.40inside the $15 to $100 sweet spot
- Price range
- $6.06–$46.98
- Amazon United States median price
- $24.38across 115,062 niches
- Units sold a year
- 1,000,000 or moreAmazon's top range
- Units per listing a year
- 8,000–10,000
- Revenue per listing a year
- $147K–$184K
- Returns
- 1.0%of orders · Amazon United States median 2.1%
03 · Entry bar
The bar here is reviews.
80% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 1.2% of listings are out of stock. The average listing ranks #128 within Aromatherapy. It carries 5,912 reviews at 4.46 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 80%
- Prime listings
- 100%
- Out of stock, average day
- 1.2%
- Average rank
- #128in Aromatherapy
- Average rating
- 4.46 starsAmazon United States average 4.42 stars
- Average reviews
- 5,912per listing
- Listings tracked
- 116
04 · Newcomers
11 of last year's 11 launches cleared the first-year sales bar.
11 products launched here in the last 12 months. 11 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 48 months on average, so the names here are settling in.
- Launched, last 12 months
- 11
- Successful launches
- 11Amazon's first-year sales bar
- Average brand age
- 48 months
Products
Top Candles products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
Sign in to see the products
The products selling in this niche are for signed-in readers. Every market figure above stays open to everyone.
Competition
Competition: brands, sellers & click share
The top 5 products take only 19% of clicks. 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%
- Brand 130%
- Brand 210%
- Brand 38%
- Brand 47%
- Brand 55%
- Brand 64%
Demand
Candles search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Nov, Dec · busiest ÷ quietest = 4.2×
Search terms
Top Candles search terms shoppers use
The exact words 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
Reviews and returns
What reviews say buyers love and hate about Candles
We read the reviews and the return reasons for every product selling here.
“Awful smell”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
16 topics
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Candles questions
Answered from the same tracked data.