---
title: "candles — $26.3M/yr Amazon United States Niche, Score 69/100 - Flapen"
canonical_url: "https://flapen.com/research/us/health-household/candles"
last_updated: "2026-07-20T20:45:22.329Z"
locale: en
meta:
description: "candles shows a $26.3M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "candles shows a $26.3M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "candles — $26.3M/yr Amazon United States Niche, Score 69/100 - Flapen"
---
# **candles**
**Worth a look**
Shows a $26.3M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 100Growth 15Conversion 58Competition 95Returns 95Price range 78Avg price 84Brand share 76Review moat 24Quality gap 48
**Market size**
**Incredible****$26.3M**
$26.3M/yr · 29.0M searches
**Competition**
**Incredible****19%**
top-5 click share — an open shelf
**Returns**
**Incredible****1.0%**
return rate — above 6% kills the launch gate
**Avg price**
**Great****$18.40**
avg listing price — sweet spot $15–$100
**Price range**
**Great****$6.06–$46.98**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Brand share**
**Great****59%**
top-5 brand share — no brand owns this niche
**Conversion**
**Good****4.9%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****5,912.38**
avg incumbent reviews — the moat a new listing must climb
**Growth**
**Bad****-19.0%**
90-day search growth — must beat 0% to launch
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.
Data updated Jul 10, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **Market data**
- **Units sold / yr**
- **1.0M–1.0M**
- avg 8,000–10,000/product
- **Revenue / yr**
- **$18.4M–$18.4M**
- units × avg price
- **Launch success**
- **100%**
- 11 of 11 new (360d)
- **Conversion rate**
- **4.9%**
- **Avg BSR**
- **#128**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **80%**
- **Out of stock**
- **1.2%**
- **Avg brand age**
- **48 months**
- **Avg seller age**
- **138 days**
## **Competition**
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%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -19.0% search growth over the last 90 days.
1.8M1.3MPrime Day '24Spike '24Holiday '24Spike '25Prime Day '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 4.2×
[**Open Trend **](https://flapen.com/research/us/health-household/candles/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.
0%2%$526K4%$1.1M6%$1.6M8%$2.1M101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 116 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Yankee Candle Mid Summers Night Scented Candle 22oz Large Jar with up to 150 Hour Burn Giftable**Yankee Candle**$16.45**4.6★1,804 rev](https://www.amazon.com/dp/B0F3DQSZKT) [2**Yankee Candle Pink Sands Scented Candle 22oz Large Jar with up to 150 Hour Burn Time Giftable Birthdays**Yankee Candle**$16.36**4.7★1,057 rev](https://www.amazon.com/dp/B0F3DQK6YY) [3**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**Auelife**$26.72**4.0★3,231 rev](https://www.amazon.com/dp/B0CC5Q5QRR) [4**Glade 1-Wick 2in1 Scented Candle Jar Hawaiian Breeze & Vanilla Passion Fruit Air Freshener Infused with Essential Oils 4.08 Oz 2 Count**Glade**$6.25**4.7★391 rev](https://www.amazon.com/dp/B0G2T1DNYB) [5**Yankee Candle Lemon Lavender Scented Candle 22oz Large Jar with up to 150 Hour Burn Time Giftable Birthdays**Yankee Candle**$16.61**4.7★850 rev](https://www.amazon.com/dp/B0F3F5FHWT)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Scented Candles Gift Set Long Lasting 4 Pack Aromatherapy Candles for Home**Yinuo Candle**$22.39**3,007 rev5mo ago](https://www.amazon.com/dp/B0GD7BZ8JC) [**4 Pack Odor Eliminating Candles Set - Eliminates 95% of Pet Smoke Food and Other Smells Quickly - Air Freshing Scent of Lavender/Orange/Mint/Cotton - 28oz Soy Candles for Home Scented 200 Hours**Aredenua**$40.02**379 rev6mo ago](https://www.amazon.com/dp/B0FZTTHNKK) [**Glade 1-Wick 2in1 Scented Candle Jar Hawaiian Breeze & Vanilla Passion Fruit Air Freshener Infused with Essential Oils 4.08 Oz 2 Count**Glade**$6.25**391 rev6mo ago](https://www.amazon.com/dp/B0G2T1DNYB) [**Glade 1-Wick 2in1 Scented Candle Jar Moonlit Walk & Wandering Stream Air Freshener Infused with Essential Oils 4.08 Oz 2 Count**Glade**$6.06**179 rev6mo ago](https://www.amazon.com/dp/B0G2SZY6F2) [**Glade 1-Wick Scented Candle Jar Angel Whispers Air Freshener Infused with Essential Oils 4.08 Oz 2 Count**Glade**$6.64**242 rev6mo ago](https://www.amazon.com/dp/B0G2SZ23KQ)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**3 Pack Scented Candles-Lavender & Thyme Vanilla Cake Jasmine & Musk & Sandalwood Travel Tin Candle Set 2.2oz Each 8-10h Burn Time Soy Wax Cotton Wick**EasyBreez**$7.56**3.8★**▲ 420%**](https://www.amazon.com/dp/B0G3B9JYJW) [**Teakwood & Mahogany Candle | Masculine Candles for Men Gifts for Men - Soy Candle for Home Scented - Scented Candles for Home Aromatherapy Gifts Long Lasting Burn Time - 7oz Black Jar**Auelife**$10.36**4.0★**▲ 417%**](https://www.amazon.com/dp/B0DLN1G7G6) [**Glade 1-Wick 2in1 Scented Candle Jar Moonlit Walk & Wandering Stream Air Freshener Infused with Essential Oils 4.08 Oz 2 Count**Glade**$6.06**4.7★**▲ 404%**](https://www.amazon.com/dp/B0G2SZY6F2) [**Scented Candles Gift Set Long Lasting 4 Pack Aromatherapy Candles for Home**Yinuo Candle**$22.39**4.4★**▲ 400%**](https://www.amazon.com/dp/B0GD7BZ8JC) [**Innqoo Candle Warmer Lamp with Timer Dimmable Candle Warmer for Jar Candles Height Adjustable Wax Melts Warmer Birthday Gifts for Women Mom House Warming Gifts New Home Decor**Innqoo**$19.41**4.6★**▲ 342%**](https://www.amazon.com/dp/B0DZFGTCLR)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Smell**56%
*“Cozy Fragrance”*
**Brightness/Shine/Glow**7%
*“Very bright”*
**Quality-Overall**6%
*“Awesome quality”*
**Value For Money**6%
*“Decent price”*
**Gifting Purpose**6%
*“Beautiful Gift”*
**Durability**2%
*“Durable”*
**Advertised Vs Actual Product**2%
*“As described”*
**Warmth**2%
*“warm to make any room cozy”*
**Size-Overall**1%
*“Fits my need”*
**Color**1%
*“The colors are pretty”*
### **What buyers complain about **
**Smell**51%
*“Awful smell”*
**Size-Overall**7%
*“Extremely small”*
**Value For Money**6%
*“Pricey”*
**Quality-Overall**5%
*“Bad quality”*
**Durability**3%
*“Doesnt last”*
**Flammable**3%
*“FIRE HAZARD”*
**Strength**2%
*“Not strong”*
**Functionality-Overall**2%
*“Stopped working”*
**Advertised Vs Actual Product**2%
*“Looks are deceiving”*
**Heating**1%
*“Doesn't give off a ton of heat”*
### **Top return reasons **
**Smell**46%
**Size-Overall**25%
**Advertised Vs Actual Product**6%
**Value For Money**6%
**Functionality-Overall**3%
**Defective Material/Parts**3%
**Color**2%
**Quality-Overall**2%
**Product Condition**1%
**Heating**1%
## **Common questions**
- **Is candles profitable to sell on Amazon United States?**
- The niche generates $26.3M/yr across 116 tracked products. 11 of 11 products launched in the last 360 days are still selling. 90-day search growth is -19.0%. Flapen's verdict: Worth a look (69/100).
- **How competitive is the candles niche?**
- 49 brands and 345 sellers compete. The top 5 products take 19% of clicks and top 5 brands hold 59% of demand.
- **What do buyers complain about in candles?**
- Top complaints mined from reviews: Smell, Size-Overall, Value For Money. The return rate is 1.0%.
- **When does demand for candles peak?**
- Demand peaks in Nov–Dec; the busiest month runs 4.2× the quietest.
- **What does it cost to enter the candles niche?**
- Listings span $6.06–$46.98; the average listing price is $18.40 (sweet spot $15–$100). The average incumbent carries 5,912 reviews — the moat a new listing must climb.
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