coal
Skip itBrand-locked demand (top 5 brands take 97% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.7%return rate — above 5% kills the launch gate
Conversion
Great11.7%search→purchase rate — share of searches ending in a sale
Market size
Good$363K$363K/yr · 249K searches
Avg price
Good$12.51avg listing price — sweet spot $15–$100
Price range
Okay$6.05–$21.55cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Review moat
Okay2,723.24avg incumbent reviews — the moat a new listing must climb
Growth
Bad-2.8%90-day search growth — must beat 0% to launch
Competition
Bad74%top-5 click share — a locked-up shelf
Brand share
Bad97%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, coal is a $363K/yr Amazon United States market (249K searches/yr). The top 5 brands hold 97% of demand. Demand peaks in Dec. Verdict: Skip it — 45/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
coal market data
- Units sold / yr
- 30K–40K
- avg 1,500–2,000/product
- Revenue / yr
- $375K–$500K
- units × avg price
- Conversion rate
- 11.7%
- Avg BSR
- #79
- Page quality
- 0%
- Prime
- 82%
- Sponsored
- 71%
- Out of stock
- 0.5%
- Avg brand age
- 59 months
- Avg seller age
- 156 days
Competition & brand share
The top 5 products capture 74% of clicks — a locked-up shelf that new listings rarely crack.Brands
7 flat
Sellers
33
Top-5 brand share
97%
Top 20: 100%
Top-5 click share
74%
Top 20: 100%
Open market
1%
- M. ROSENFELD41%
- Sunlight Charcoal37%
- MAQIHAN10%
- Three Kings5%
- CHARCOAL MASTER3%
- MEKER2%
- Open — no brand owns it (1 brand, 1%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -2.8% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 4.1×
Top coal search terms
- incense charcoal27K/yr
- charcoal for incense23K/yr
- charcoal discs26K/yr
- charcoal discs to burn incense23K/yr
- incense charcoal discs23K/yr
- three kings charcoal13K/yr
- charcoal incense13K/yr
- bakhoor charcoal13K/yr
- carbon para incienso12K/yr
- charcoal for incense burning16K/yr
Top coal 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.
All 17 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Sunlight Charcoal Tablets for Incense Quick Light Charcoal Tablets Charcoal Disk Lights 33 mm Resin Burner Rolls Charcoal Burner - Instant Fire Coal Tablet (100 Count (Pack of 1))
Sunlight Charcoal$11.484.6★20,753 rev
Charcoal Discs to Burn Incense - 30 pcs Charcoal for Incense Burning - 33 mm Most Quick Light Coals Tablets by M. ROSENFELD - 33 mm Resin Burner Rolls Pack of 30 Instant Fire Coal Tablets
M. ROSENFELD$9.804.5★1,566 rev
MAQIHAN 50PCS Incense Charcoal Briquettes - Charcoal Tablets Incense Burner Charcoal Burning Discs Resin Burner Grilling Quick Light Natural Charcoal Bulk Instant Fire Coals Supplies
MAQIHAN$6.994.0★822 rev
Charcoal Discs to Burn Incense - 10 pcs Charcoal for Incense Burning - 33 mm Most Quick Light Coals Tablets by M. ROSENFELD - 33 mm Resin Burner Rolls Pack of 10 Instant Fire Coal Tablets
M. ROSENFELD$6.054.5★1,566 rev
Coal Disks for Incense - Pack of 100 Coal Briquettes - 10 Rolls of 10 Tablets - Quicklighting - Slow Burning
Sunlight Charcoal$11.954.6★5,133 rev
Newest
by launch date
Charcoal Discs to Burn Incense - 60 pcs Charcoal for Incense Burning - 33 mm Most Quick Light Coals Tablets by M. ROSENFELD - 33 mm Resin Burner Rolls Pack of 60 Instant Fire Coal Tablets
M. ROSENFELD$10.671,566 rev
MAQIHAN 50PCS Incense Charcoal Briquettes - Charcoal Tablets Incense Burner Charcoal Burning Discs Resin Burner Grilling Quick Light Natural Charcoal Bulk Instant Fire Coals Supplies
MAQIHAN$6.99822 rev
Charcoal Discs to Burn Incense - 60 pcs Charcoal for Incense Burning - 33 mm Most Quick Light Coals Tablets by M. Rosenfeld - 33 mm Resin Burner Rolls Pack of 60 Instant Fire Coal Tablets
M. ROSENFELD$8.47779 rev
Charcoal Discs to Burn Incense - 30 pcs Charcoal for Incense Burning - 33 mm Most Quick Light Coals Tablets by M. ROSENFELD - 33 mm Resin Burner Rolls Pack of 30 Instant Fire Coal Tablets
M. ROSENFELD$9.801,566 rev
Charcoal Discs to Burn Incense - 10 pcs Charcoal for Incense Burning - 33 mm Most Quick Light Coals Tablets by M. ROSENFELD - 33 mm Resin Burner Rolls Pack of 10 Instant Fire Coal Tablets
M. ROSENFELD$6.051,566 rev
Trending
90-day click momentumCharcoal Discs to Burn Incense - 60 pcs Charcoal for Incense Burning - 33 mm Most Quick Light Coals Tablets by M. Rosenfeld - 33 mm Resin Burner Rolls Pack of 60 Instant Fire Coal Tablets
M. ROSENFELD$8.474.5★
Charcoal Discs to Burn Incense - 100 pcs Charcoal for Incense Burning - 33 mm Most Quick Light Coals Tablets by M. ROSENFELD - 33 mm Resin Burner Rolls Pack of 100 Instant Fire Coal Tablets
M. ROSENFELD$14.804.5★
Charcoal Discs to Burn Incense - 60 pcs Charcoal for Incense Burning - 33 mm Most Quick Light Coals Tablets by M. ROSENFELD - 33 mm Resin Burner Rolls Pack of 60 Instant Fire Coal Tablets
M. ROSENFELD$10.674.5★
Three Kings Quick Light Charcoal 10 x 10 (33mm)
Three Kings$13.864.8★
Charcoal Discs to Burn Incense - 10 pcs Charcoal for Incense Burning - 33 mm Most Quick Light Coals Tablets by M. ROSENFELD - 33 mm Resin Burner Rolls Pack of 10 Instant Fire Coal Tablets
M. ROSENFELD$6.054.5★
What buyers say about coal
What buyers praise and complain about, mined from review topics.What buyers love
“Best Quality”
“as advertised”
“Great deal”
“Easy to Use”
“quite shiny and beautiful”
“burns without a problem”
“Overall, this is a great product for anyone who enjoys home fragrance, incense, or relaxing moments with a beautiful scent”
“last good amount of time”
“The size is convenient”
“In my case they work really good”
What buyers complain about
“It smells bad”
“it burns out immediately”
“not as good as other brands I've tried”
“Way to small”
“too expensive”
“Only burn for two mins”
“takes a while for them to heat up”
“Not like it should be”
“Doesnt light up AT ALL”
“Waste of fuel”
Top return reasons
Common questions
- Is coal profitable to sell on Amazon United States?
- The niche generates $363K/yr across 17 tracked products. 90-day search growth is -2.8%. Flapen's verdict: Skip it (45/100).
- How competitive is the coal niche?
- 7 brands and 33 sellers compete. The top 5 products take 74% of clicks and top 5 brands hold 97% of demand.
- What do buyers complain about in coal?
- Top complaints mined from reviews: Smell, Flammable, Quality-Overall. The return rate is 0.7%.
- When does demand for coal peak?
- Demand peaks in Dec; the busiest month runs 4.1× the quietest.
- What does it cost to enter the coal niche?
- Listings span $6.05–$21.55; the average listing price is $12.51 (sweet spot $15–$100). The average incumbent carries 2,723 reviews — the moat a new listing must climb.