Is matches in a jar profitable to sell on Amazon United States?

The niche generates $116K/yr across 63 tracked products. 5 of 28 products launched in the last 360 days are still selling. 90-day search growth is -24.8%. Flapen's verdict: Worth a look (52/100).

How competitive is the matches in a jar niche?

50 brands and 100 sellers compete. The top 5 products take 27% of clicks and top 5 brands hold 36% of demand.

What do buyers complain about in matches in a jar?

Top complaints mined from reviews: Size-Overall, Value For Money, Color. The return rate is 3.7%.

When does demand for matches in a jar peak?

Demand peaks in Jan–Nov–Dec; the busiest month runs 3.4× the quietest.

What does it cost to enter the matches in a jar niche?

Listings span $7.04–$38.86; the average listing price is $17.38 (sweet spot $15–$100). The average incumbent carries 141 reviews — the moat a new listing must climb.

Matches in a Jar

Worth a look

Shows no brand lock-in (top 5 brands take 36% of clicks), but soft demand (-24.8% this quarter) keeps it on the watch list.

Brand share

Incredible36%

top-5 brand share — no brand owns this niche

Review moat

Great141

avg incumbent reviews — the moat a new listing must climb

Competition

Great27%

top-5 click share — an open shelf

Avg price

Great$17.38

avg listing price — sweet spot $15–$100

Price range

Great$7.04–$38.86

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

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Returns

Okay3.7%

return rate — above 5% kills the launch gate

Market size

Okay$116K

$116K/yr · 661K searches

Growth

Bad-24.8%

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

Conversion

Bad1.0%

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

Signals No Dominant Brand Low Review Barrier

Is matches in a jar profitable on Amazon?

According to Flapen's Amazon United States niche tracking, matches in a jar is a $116K/yr Amazon United States market (661K searches/yr). The top 5 brands hold 36% of demand. Demand peaks in Jan–Nov–Dec. Verdict: Worth a look — 52/100.

Data updated Jul 13, 2026 · scored weekly · How we score niches

matches in a jar market size & sales

Units sold, revenue, conversion and listing quality across the tracked shelf.

Units sold / yr: 8K–10K; avg 100–250/product
Revenue / yr: $139K–$174K; units × avg price
Conversion rate: 1.0%
Avg BSR: #311
Page quality: 0%
Prime: 84%
Sponsored: 86%
Out of stock: 16.2%
Avg brand age: 36 months
Avg seller age: 161 days

Competition: brands, sellers & click share

Clicks spread well past the top 5 (27% combined) — an open shelf where new products get seen.

Brands

50 falling

Sellers

100

Top-5 brand share

36%

Top 20: 78%

Top-5 click share

27%

Top 20: 66%

Open market

60%

stablerice11%
Milavera8%
WORHE7%
moonoom5%
Winecraft5%
Genuine Fred4%

matches in a jar demand & seasonality

Weekly Amazon search volume, last 104 weeks — -24.8% search growth over the last 90 days.

Peak months: Jan, Nov, Dec · busiest ÷ quietest = 3.4×

Open Trend

Top matches in a jar search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

match holder207K/yr -24.3%1.1% conv.
match holder with striker128K/yr -20.3%1.0% conv.
matches holder41K/yr -17.5%1.0% conv.
match cloche56K/yr -39.1%0.8% conv.
matchstick holder29K/yr -29.1%0.8% conv.
match stick holder with striker25K/yr -21.9%0.8% conv.
glass match holder26K/yr -33.9%1.1% conv.
match holder with striker vintage17K/yr -8.0%0.8% conv.
match cloche with striker20K/yr -40.9%1.1% conv.
decorative match holder13K/yr -10.3%0.8% conv.

All search terms

Top matches in a jar products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

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

Match Holder with Striker x 3 Glass Matches Holders for 3.5 Inch Match Box Matchstick Holder Jar for Scented Candle on Dining Table Fireplace Bathroom Decoration Not Include Matches

stablerice$13.224.4★26 rev

WORHE Travertine Stone Match Holder with Striker & Extra Striker Pad - 2.6 x 2 Decorative Matchstick Organizer for Fireplace Candles Parlor Cute Match Jar for Home Decor Gift Matches Not Included

WORHE$19.804.6★70 rev

MILAVERA Premium Smoke Glass Cloche - Decorative Jar with Striker. Holder for Long Matches for Candles Fireplace Bathroom Accessories Bath Salts. Includes Attachable Match Striker. (No Matches)

Milavera$33.654.7★135 rev

moonoom Helix Shaped Match Holder Glass Matches Cloche for 3.5 Inch Upside Down Match Holder Jar for Scented Candle on Dining Table Fireplace Bathroom Decoration Not Include Matches

moonoom$11.254.4★131 rev

Genuine Fred Slow Burn Match Holder and Striker Book-Inspired Ceramic Match Strike Holds 3 Inch Matches Decorative Home Accent Great Gift for Book Lovers

Genuine Fred$12.604.6★34 rev

Newest

by launch date

Genuine Fred Slow Burn Match Holder and Striker Book-Inspired Ceramic Match Strike Holds 3 Inch Matches Decorative Home Accent Great Gift for Book Lovers

Genuine Fred$12.6034 rev

4mo ago

Luxury Natural Marble Match Holder with Striker Small 2.5 x 2 Calacatta Viola Stone Decorative Matchbox for Bathroom Candles & Fireplace Cute Match Jar for Home Decor Gift (Matches Not Included)

Metolira$28.6915 rev

5mo ago

Ceramic Match Holder with Striker Set of 2 Refillable Matches in a Jar & Match Cloche Hidden Lid Striker Decorative Match Jar for Candle Lovers Bathroom & Fireplace & Incense Holder No Matches

NÜKIÕ$20.6436 rev

5mo ago

Techbrighten Helix Shaped Match Cloche Glass Holder Upside Down Matches Holder for Scented Candle on Dining Table Fireplace Bathroom Decoration

Techbrighten$10.046 rev

6mo ago

Includes Matches ! | Smoke Gray Glass Matches Cloche | Grey Tinted Decorative Match Holder Jar for Candles Set Display Gift

Winecraft$31.84195 rev

7mo ago

What reviews say buyers love and hate about matches in a jar

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

What buyers love

Quality-Overall14%

“It is a great price and good quality and comes in a giftable box”

Design-Overall13%

“Clever design”

Size-Overall11%

“My matches fit in perfectly size wise”

Ease Of Use6%

“Looks cute and very handy”

Gifting Purpose5%

“Adorable and giftable”

Advertised Vs Actual Product5%

“As advertised”

Value For Money5%

“Great value”

Color4%

“The color is gorgeous”

Durability3%

“the materials feel durable”

Shape/Style3%

“I like the overall shape”

What buyers complain about

Size-Overall29%

“which were slightly too short”

Value For Money8%

“They're a little expensive”

Color4%

“Ugly yellow colour”

Durability4%

“I feel like this would be too easily broken”

Quality-Overall3%

“Frankly, this vase should not have passed quality control”

Adhesion/Stickiness3%

“adhesive attaching strike circle to ceramic came loose”

Weight Heavy3%

“It's very heavy”

Advertised Vs Actual Product2%

“To clarify, I still like this, the pictures were just a slight bit misleading,”

Functionality-Overall2%

“Doesnt work”

Thickness2%

“it is a bit thinner than expected”

Top return reasons

Size-Overall53%

Advertised Vs Actual Product17%

Color7%

Functionality-Overall4%

Quality-Overall4%

Value For Money3%

Defective Material/Parts3%

Material Quality2%

Product Condition1%

Shape/Style1%

Common matches in a jar questions

Is matches in a jar profitable to sell on Amazon United States?: The niche generates $116K/yr across 63 tracked products. 5 of 28 products launched in the last 360 days are still selling. 90-day search growth is -24.8%. Flapen's verdict: Worth a look (52/100).
How competitive is the matches in a jar niche?: 50 brands and 100 sellers compete. The top 5 products take 27% of clicks and top 5 brands hold 36% of demand.
What do buyers complain about in matches in a jar?: Top complaints mined from reviews: Size-Overall, Value For Money, Color. The return rate is 3.7%.
When does demand for matches in a jar peak?: Demand peaks in Jan–Nov–Dec; the busiest month runs 3.4× the quietest.
What does it cost to enter the matches in a jar niche?: Listings span $7.04–$38.86; the average listing price is $17.38 (sweet spot $15–$100). The average incumbent carries 141 reviews — the moat a new listing must climb.