Is frankincense and myrrh profitable to sell on Amazon United States?

The niche generates $757K/yr across 45 tracked products. 2 of 5 products launched in the last 360 days are still selling. 90-day search growth is -1.8%. Flapen's verdict: Worth a look (67/100).

How competitive is the frankincense and myrrh niche?

32 brands and 81 sellers compete. The top 5 products take 29% of clicks and top 5 brands hold 56% of demand.

What do buyers complain about in frankincense and myrrh?

Top complaints mined from reviews: Smell, Functionality-Overall, Pain Relief-Overall. The return rate is 0.6%.

When does demand for frankincense and myrrh peak?

Demand is steady year-round — the busiest month runs 1.5× the quietest.

What does it cost to enter the frankincense and myrrh niche?

Listings span $6.99–$76.19; the average listing price is $19.82 (sweet spot $15–$100). The average incumbent carries 3,628 reviews — the moat a new listing must climb.

frankincense and myrrh

Worth a look

Shows low returns (0.6%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.6%

return rate — above 5% kills the launch gate

Avg price

Great$19.82

avg listing price — sweet spot $15–$100

Competition

Great29%

top-5 click share — an open shelf

Price range

Great$6.99–$76.19

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

Brand share

Great56%

top-5 brand share — no brand owns this niche

Market size

Good$757K

$757K/yr · 601K searches

Conversion

Good6.4%

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

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Review moat

Okay3,627.73

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-1.8%

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

According to Flapen's Amazon United States niche tracking, frankincense and myrrh is a $757K/yr Amazon United States market (601K searches/yr). The top 5 brands hold 56% of demand. Verdict: Worth a look — 67/100.

Data updated Jul 10, 2026 · scored weekly · How we score niches

frankincense and myrrh market data

Units sold / yr: 40K–50K; avg 750–1,000/product
Revenue / yr: $793K–$991K; units × avg price
Conversion rate: 6.4%
Avg BSR: #141
Page quality: 0%
Prime: 100%
Sponsored: 91%
Out of stock: 4.8%
Avg brand age: 62 months
Avg seller age: 142 days

Competition & brand share

Clicks spread well past the top 5 (29% combined) — an open shelf where new products get seen.

Brands

32 falling

Sellers

Top-5 brand share

56%

Top 20: 92%

Top-5 click share

29%

Top 20: 76%

Open market

40%

FRANKINCENSE & MYRRH36%
THE JERUSALEM GIFT SHOP SINCE 20045%
Herbal Mana5%
Wise Men5%
Majestic Pure4%
Nexon Botanics4%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -1.8% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.5×

Open Trend

Top frankincense and myrrh search terms

frankincense and myrrh479K/yr -0.1%5.4% conv.
frankincense and myrrh oil40K/yr -0.4%5.3% conv.
frankincense and myrrh essential oil43K/yr -14.8%5.3% conv.
frankincense and myrrh arthritis pain relief7K/yr +9.9%11.2% conv.
frankincense & myrrh6K/yr +15.8%5.2% conv.
frankincense & myrrh arthritis pain relief rubbing oil4K/yr +10.1%13.4% conv.
frankincense myrrh5K/yr -16.2%4.2% conv.
myrrh and frankincense5K/yr -38.3%3.4% conv.
frankincense and myrrh body oil3K/yr -5.0%2.4% conv.
essential oils frankincense and myrrh3K/yr -28.1%7.1% conv.

All search terms

Top frankincense and myrrh 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 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Frankincense & Myrrh Arthritis Pain Therapy Lotion Joint & Back Relief 3oz

FRANKINCENSE & MYRRH$17.364.3★3,748 rev

FRANKINCENSE & MYRRH Arthritis Pain Therapy Lotion Dr Approved 3oz 2 Pack

FRANKINCENSE & MYRRH$34.164.3★3,748 rev

Frankincense and Myrrh Holy Incense from Jerusalem in a Gift Pack - Sacred Jerusalem Aromatic Granules - Traditional Biblical Scents for Home & Worship A Church Incense

THE JERUSALEM GIFT SHOP SINCE 2004$24.944.4★640 rev

Frankincense & Myrrh Essential Oil Roll-On 30 mL (1 fl oz) Pre-Diluted Aromatherapy Rollerball in Fractionated Coconut Oil (FCO) Alcohol-Free Pulse Point Oil Roller

Herbal Mana$16.084.5★63 rev

Wise Men Healing Balm with Myrrh and Frankincense Essential Oils for Soothing Nerve Relief Massage

Wise Men$15.154.3★9,601 rev

Newest

by launch date

Frankincense & Myrrh Essential Oil Roll-On 30 mL (1 fl oz) Pre-Diluted Aromatherapy Rollerball in Fractionated Coconut Oil (FCO) Alcohol-Free Pulse Point Oil Roller

Herbal Mana$16.0863 rev

4mo ago

FRANKINCENSE & MYRRH Nerve Therapy Lotion Diabetic Hands & Feet Relief 3oz

FRANKINCENSE & MYRRH$18.64146 rev

4mo ago

Majestic Pure Frankincense & Myrrh Essential Oil Blend 4 Fl Oz - Warm Resinous Scent for Diffuser Home & Relaxation - Pure Botanical Oils - Blend-Friendly for Massage & Skin Use (Diluted)

Majestic Pure$10.0074 rev

11mo ago

Frankincense & Myrrh Essential Oil Roll-On 10ml - 100% Pure Natural & Prediluted Oil Blend for Aromatherapy & Skin Care - Nexon Botanics

Nexon Botanics$9.184,174 rev

1y ago

Edens Garden Myrrh & Frankincense Essential Oil Blend- 100% Pure Premium Grade Undiluted Natural Therapeutic Aromatherapy The Best for Skin Face Kid Safe 10 ml (.33 fl oz)

Edens Garden$16.0360 rev

1y ago

What buyers say about frankincense and myrrh

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

What buyers love

Smell33%

“Calming aroma”

Quality-Overall11%

“the quality has been consistent”

Efficiency9%

“Works ok”

Joint Pain8%

“Love this for my joints”

Value For Money6%

“Best Money Spent”

Advertised Vs Actual Product2%

“Works as advertised”

Soft Feel2%

“Goes on smoothly”

Moist/Dry2%

“It really helps with dry skin”

Ease Of Use2%

“Easy to use”

Muscle Pain Relief2%

“Fabulous to help sore muscles”

What buyers complain about

Smell37%

“Overpowering scent”

Functionality-Overall10%

“slow”

Pain Relief-Overall8%

“No relief”

Value For Money4%

“Expensive”

Advertised Vs Actual Product3%

“FALSE ADVERTISEMENT”

Ingredients-Overall3%

“Ingredients changed”

Allergies3%

“Skin rash”

Quality-Overall2%

“mainly when it is due to cheap quality”

Size-Overall2%

“Its a tiny bottle”

Durability1%

“didnt last”

Top return reasons

Smell54%

Advertised Vs Actual Product12%

Functionality-Overall7%

Leak-Proof6%

Size-Overall3%

Joint Pain2%